Intel’s new graphics solution delivers high performance gaming, immersive visuals, and seamless game streaming and creation experiences. The solution’s name needed to appeal as much to IT decision makers as it did to gamers and content creators. How could the name marry both technical innovation and creativity?


Arc lives in between two worlds: While a familiar term from mathematics and architecture, Arc also describes the structure of the stories experienced and created by users. Its rich associations give Intel a lot of runway to build a platform around the brand name.

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