When IBM spun off their Watson Health brand into a stand alone company, Lexicon was tasked with creating a new brand name that helped tell the story of a company at the forefront of combining technology with humanity to support all aspects of the healthcare industry. The Watson Health team needed a name that supported trust, reliabilty, responsiveness, and empathy.


Lexicon created Merative, inspired by the Latin ‘merus’ meaning pure. Merative has the feel of a scientific brand while maintaining a degree of openness and trustworthiness. The -ive suffix evokes a sense of activeness and responsiveness. Plus, the ‘v’ sound is strong, vibrant, and high-energy. By combining principles of sound and structure with a Latin meaning, we created a name that helps tell a complex, multi-faceted story.

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