The Home Depot developed an intuitive new app to build home networks of smart products, with the potential to make the Internet of Things accessible even to novice users. They needed a way to tell the story of a single, integrated app that controls the complex ecosystem of your smart home, while retaining approachability and trust.


Lexicon created the name Hubspace to underscore the app’s utility as a hub to control a vast array of smart devices in consumers’ homes. Affixing the word “space” to this concept brings the product into the user’s space, into their home, in an approachable way that does not lose trust or credibility.

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