The North Face needed an innovative brand name for their new, fully waterproof, highly breathable lightweight fabric technology. The name needed to feel distinct from Gortex while communicating the lightweight feel that does not compromise performance.


The compound name FutureLight is contemporary and appeals to both the brand’s aspirational and performance-obsessed consumers. The name signals the next generation of waterproof protection and represents a strong sub-brand within The North Face portfolio.

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