Lyft needed a name for their membership program that was designed to increase both ride frequency and rider loyalty through an elevated Lyft experience. They needed a highly memorable name that was flexible in nature and would allow for the structure of the loyalty program to evolve over time.


Lexicon created the brand name Lyft Pink, a playful solution that further leveraged the company’s Pink equity. Lyft Pink matched the casual and conversational tone of the Lyft brand and represented a timeless solution that would continue to remain relevant, even as the benefits of the program changed.

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