The Economical Insurance group came to Lexicon for a name for their new holding company. The brand had to play two roles. First: appeal to the financial community, supporting the company’s core values and mission. Second: have the potential to serve as a consumer brand. They wanted a brand name that evoked the energy of innovation, trust, and customer service.


Lexicon crafted Definity by drawing from definitive, meaning “to reach decisively, with authority,” and infinity, which links to confidence / a big and important idea. This name supports a fresh-thinking company that will play a big part in shaping a positive outlook for the future.

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