Marigold (Formerly CM Group)
CM Group needed a brand name that could act as a unified thread for their portfolio of human-centric marketing technology solutions. They needed to convey a sense of reliability, ease, engagement, and growth.
Lexicon developed Marigold by utilzing positive associations with the beautiful imagery and vibrant color of the marigold flower. Lexicon’s consumer research identified that Marigold’s intrinsic values included trustworthy, approachable, and engaging, all of which fit perfectly with the client’s mission to position themselves as the human-focused growth catalyst for businesses.