TrackR needed a brand name for their new product that would help them stand out from the growing tracking device crowd. They came to Lexicon for a name that would make a splash and help them immediately assert their offer in an already relatively well-established scene.


Elevate, differentiate and tell a good story. Adero has Latin roots and means “I will be there”–a reassuring and on-brand message for a company whose mission is to help people stay seamlessly organized. While the name’s roots make it feel classic and refined, its structure is simple and easy to pronounce.

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