Flywheel (UpStart Mobile)
UpStart Mobile had branded their cab-hailing app Cabulous, which was far too whimsical to be taken seriously.
Lexicon developed the name Flywheel as a replacement for Cabulous. A flywheel is a key component in an intricate network of mechanical parts, necessary for smooth and accurate functioning. This mirrors Flywheel’s approach, working together with the system rather than against it. The name is also composed of two highly relevant words related to transportation and getting you around a city.