RelayRides started as a crowdsourced long-term alternative to Zipcar (think: the Airbnb of cars). The name confused customers, and the unwieldy compound did not travel well among non-English speakers. The client needed a more approachable name that would distinguish it from the short-term ridesharing juggernauts Uber and Lyft.


The name Turo leverages classic automotive associations and is built to travel the world literally and linguistically. The structure of the word, consonant–vowel–consonant–vowel, is the most fundamental structure of words in all languages.

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