Microsoft needed a name for Xbox’s online service for gaming that allowed multiple users to play directly against each other.


Given that the word “live” was strongly associated with vitality, action, and being engaged in the present moment, Lexicon developed the brand name Xbox Live, as it perfectly encapsulated the service’s core feature of competing live against fellow gamers.

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