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.

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