Scientific Games, a leading provider of online and in-person gambling games, needed a new corporate name that would help place a greater emphasis on their creative content rather than their gaming systems and technology. The Scientific Games team wanted a name that represented their creativity, innovation, and culture that celebrates gaming content. The name also needed to convey trustworthiness and reliability – attributes expected of a publicly-traded company involved in gambling.


We executed a new creative strategy that resulted in an unexpected 3-word solution: Light & Wonder. Light & Wonder inspires images of magic, liveliness, and amazement – all of which are exactly the positive associations that the new brand needed to embody. Light & Wonder has successfully positioned itself as a home to imaginative games and franchises. Lexicon used its proprietary consumer research methodology to ensure that feelings of trust and reliability were not sacrificed with this new playful brand name.

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