After a successful partnership to create FuelCell, New Balance re-engaged Lexicon to name their latest and greatest innovation: a premium 3D printing technology. The goal: create a name for the platform that would help signal New Balance as the leader in advanced shoe manufacturing.


Leveraging New Balance’s existing FuelCell ingredient brand, Lexicon was able to continue building the company’s innovation ecosystem. TripleCell helps to clearly communicate an ingredient linked to 3D printing, while creating a cohesive brand naming architecture that builds equity in New Balance’s “Cell” technology.

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