Home Depot needed a name for its house-label products that would support the master brand and provide a seal of confidence and quality.


Acronyms have proven effective in aspirational categories like automotive, and we saw an opportunity to leverage the same idea for tools. Three simple letters reference the master brand in a fresh and distinctive way. Lexicon’s linguistic research showed that, in this context, ‘X’ connotes energy, excellence, and the sense of something premium.

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