The brand name Daily Graphs, originally a print publication meant to serve investors, no longer supported the breadth of functions available on the company’s website, as users no longer utilized the service for merely charts and graphs. They needed a name that signaled a new generation that would offer subscribers greater ease of highly valuable information. Since the service was for individuals, who care about analyzing investment opportunities, the name needed to offer a sense of status and loft, while simultaneously maintaining a level of approachability and personality.


Lexicon developed the brand name MarketSmith which proved to signal a natural yet forward-thinking evolution of a well-established and equitable industry player. Utilizing the word ‘market’ immediately pointed the consumer in the right industry while the word part ‘smith’ denoted a highly skilled master of craft.

What Is The Value of a Lexicon Created Brand Name?

Truly effective names deliver fundamental value — they drive revenue. They give power and momentum to new ideas. Creating an effective name is not just a good thing, it is essential to success.

Here’s how we create them:

What We Do