After developing Merative (formerly IBM Watson Health, acquired by Francisco Partners), Lexicon was tasked with creating a new name for one of Merative’s sub-brands, Clinical Development (a clinical trial solutions product). The name needed to break from IBM’s traditional naming conventions and better align with the new parent name.


Zelta connotes speed, ease of use and efficiency, which aligns with Merative’s goal to make it simple to execute the complex. Zelta enables companies to conduct more innovative research at a faster pace. The “Z” delivers energy, speed, while the “elta” stems from delta (change). Zelta delivers positive change by helping companies deliver better business and research outcomes.

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