Mastercard had developed a payment system that used the owner’s credit card, key fob, or mobile phone SIM card as an embedded secure RFID element. They needed a name to support the idea of simple, seamless payment.


PayPass communicates exactly what the product does, and the name uses linguistic properties of repetition and alliteration to increase memorability and a sense of newness. Compound word names are great at this, and Lexicon has a winning track record with such constructions in other categories: PowerBook for Apple, OnStar for General Motors, and DeskJet for HP, among others.

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