Electronic Arts’ previous Battlefield games focused on military warfare, and the company was looking to differentiate their new video game from the military space, without alienating the existing Battlefield audience. The name for EA’s game needed to create novel perceptions regarding the Battlefield experience and be broad enough to represent not merely a game, but rather a brand with potential sequels and new experiences.


In order to create a climate for a new idea within the context of the Battlefield brand, Lexicon developed the name Battlefield Hardline. Hardline, a single word solution, stimulated the audience’s imagination and proved to be both a flexible and memorable solution for a game focused on crime.

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