Economical, a 135-year-old Canadian property and casualty insurer, had fundamentally rethought the process of getting insurance. They needed a name for their new digital-direct offering that signaled a new, distinctive approach in a space dominated by legacy players with pedigreed names.
A simple and elegant metaphor, Sonnet is a powerful, classic literary term that has stood the test of time. The name gave Canada’s newest insurer a sense of freshness and personality combined with the company's permanence.
Lexicon’s experience in corporate brand name development spans projects across the globe. These projects are in some ways our most challenging because of the long-term strategic value that accrues to an effective corporate name over time. A company’s name is not its whole story, but it sets up the story, and nothing will be used longer or more often.
Some Corporate Brands We've Named: