Proclaim Launches! revolutionary oral care system Named by Operative Words
Fresh Health has announced the world’s-first custom-jet oral health system. We’re proud to have named Proclaim and helped develop its product descriptor, “custom-jet oral health system.” Check out its astounding clinical results here.
Operative Words names Mwah!, a new, plant-based dairy brand
Read about the launch of Mwah and their new, plant-based vanilla gelato. Operative Words also named Mwah’s sister plant-based chicken brand, Tindle.
Celebrating our Founder’s 250th name! Olympus spins off Life Science and Industrial businesses into new company, Evident, named by operative words
Operative Words is thrilled to announce its role in developing the name Evident, the new, global company formed from the spinoff of Olympus scientific solutions businesses. Operative Words also developed the company’s tagline Seeing is Solving.
Evident Life Science make microscopes, microscope cameras, optics, imagining software, cell culture and cell monitoring solutions, and OEM components for integration. Evident Industrial makes solutions for non-destructive testing of materials and structures, such as CT scanners, X-ray analyzers, and videoscopes.
Operative Words also created the company’s domain name, Evident Scientific.
Evident marks the 250th name our founder, Anthony Shore, has directed or personally created in his 30-year career at Operative Words, Landor, and Lexicon. Today, Evident joins the ranks of Tonal, Starry, Adobe Lightroom, Fitbit Sense, Yum Brands, Qualcomm Snapdragon, Scribe Winery, Turntide, Mythic, and Accenture, among hundreds of other products and companies.
Health agencies in Arsenal stable rebrand as ‘Lumanity’
Operative Words is proud to have named Lumanity, an organization dedicated to helping pharmaceutical and medical companies bring new therapies to market.
The backstory: “Six healthcare agencies acquired by Arsenal Capital Partners over the last two years have been merged into a new entity dubbed Lumanity.” (Medical Marketing + Media)
Check out their launch video here. HIgh praise to Team for their outstanding identity work.
Introducing Taut: An entirely new approach to AI
Tom Annau, a founder of Jaunt, has invented an alternative to the Deep Learning methodology which dominates AI today. Deep Learning, while useful, is rife with flaws. Taut’s algorithm does not suffer from the avarice and fragility intrinsic to Deep Learning.
For me, this project was a true labor of love. With a fantastic client, and collaboration with near and dear Landor alum Rebecca Titcomb for identity, and Matt Gordon for copy, I’m deeply proud of what we have wrought in the new Taut brand.
THE TIME IS NOW: IMMEDIATE BREWING RELEASES CARBON NEGATIVE BEERS
Operative Words has named Immediate, a carbon-negative beer brand based in UK. All ingredients are sourced, brewed, and sold within a limited immediate area. Cheers!
Biovanescence announced by Robert Downey Jr.
Robert Downey Jr. announced our latest work to the world, a new scientific term: biovanescence. I invented this word for my client, RWDC, who makes a plant-based material, PHA, that can replace single-use plastics. It breaks down into water and CO2 under all conditions and it’s harmeless to the environment and life. In fact, bacteria naturally use PHA for energy.
Terms like ‘biodegradable’ and ‘compostable’ are unregulated or inconsistently defined without actual scientific validity, so RWDC asked me to come up with a new term that means what ‘bioogradeable’ should. That’s biovanescence.
RDJ’s Footprint Coalition invested in RWDC Industries and unveiled ‘biovanescence’ in this cool video. Footprint also invested in Turntide Technologies, another naming client.
Snapdragon-powered Ingenuity drone lands on Mars
Snapdragon is on Mars!
In 2006 at Landor Associates, I directed the naming of Qualcomm Snapdragon.
Today, Snapdragon touched down on the surface of Mars.
Built into the belly of the Ingenuity helicopter, the Snapdragon flight processor will make history. “…This the first time a powered flight is going to be taking place other than on planet Earth. This is something that has never been done."
I never considered, much less dreamed, bringing a name into space. But here we are.
And by “we”, I’m mean the whole incredible Snapdragon naming team: Amanda Peterson, Matt Gordon, Eunice Park, Cori Peterson, Teresa Zimmerman, Alexandra Watkins, and Angela Wilcox.
High praise is due to our Qualcomm clients, particularly Terry Yen and then-CEO Sanjay Jha, whose decisions earned them the historic name they deserved.
TechCrunch: Metal 3D printing startup Mantle launches with $13M in funding
Mantle, named by Operative Words, makes 3D metal printers unlike any other. Investor Tony Fadell said: “Mantle gives you the superpowers to make Apple-quality mechanical parts in days not months and lowers your cost by orders of magnitude. That speed and affordability lets you iterate to get your parts to perfection and still lets you launch much earlier.”
“The company has thus far announced L’Oréal as its first partner. The cosmetics giant will be using Mantle’s printers to create precision molds for products and packaging.”
Douglas Psychotherapy Services reborn as Humantold
With a thriving practice that is home to dozens of therapists, Douglas Psychotherapy Services outgrew its name. My childhood friend, Peter Douglas, invited me to give them a name that would reflect who they truly are: The very embodiment of empathy. Humantold features new branding that is more typical of a savvy enterprise than a therapy practice. Check out the Humantold home page and launch video to see how thoughtful, polished branding elevates them beyond category norms.
Lew’s Holdings to become Rather Outdoors
Lew’s Holdings Corporation comprises several of the world’s most most iconic fishing brands, including Lew’s, Strike King and Fox International. Their new holding company name is an authentic reflection of angling enthusiasts who, invariably, would rather be fishing. Operative Words is proud to have created their new name, Rather Outdoors. Read the full story behind the name here.
Tonal rakes in $110 million in new funding
Amazon and Steph Curry just turned their money firehose on my client, Tonal.
New Portable MRI Swoops Into Hospital Rooms, Gets FDA Nod
We named Swoop, the world’s first truly portable MRI. Like the device itself, the name Swoop is intentionally accessible and patient-friendly.
Meet Material, a security startup emerging from stealth with $22 million from Andreessen Horowitz
Very proud of our latest work naming Material Security.
Martha Stewart: Setting-up My Tonal Fitness System
Thus spake Martha Stewart: “While we’re all trying to abide by stay-at-home guidelines, it’s still very important to get in some good, safe exercise every day… Some time ago, I got a Tonal home fitness system - a digital strength training apparatus that works with electromagnetic weightlifting technology and interactive workouts.”
Nanocore 3D rebrands to Mantle
Mantle is pioneering 3D metal printing technology that’s an order of magnitude simpler and cheaper than existing solutions.
utmost raises $11.2 million
Operative Words named this extended workforce HR talent management system
Utmost is software that improves efficiency and reduces management pain points. Utmost consolidates disparate systems, streamlines on- and offboarding, and simplifies compliance with a single source of truth.
Continuum
Origin House Launches Integrated Cannabis Distribution Platform in California - 'Continuum'
We named Continuum, a California-wide cannabis distributor formed from the merger of RVR and Alta Supply. Origin House, which owns Continuum, saw its stock rise more than 7% following the name’s announcement.
Glint
TechCrunch: LinkedIn acquires employee engagement platform Glint
Glint (named by Operative Words) helps to reduce the expense of recruiting and training new employees. Through employee surveys, Glint uses machine learning, natural language processing and predictive analytics to measure how employees feel about management, compensation and workplace culture and makes suggestions for how companies can improve.
Modern Meadow
Fast Company: How Modern Meadow uses biofabrication to create a leatherlike material called Zoa.
On the Zoa t-shirt designed for the MOMA exhibit Is Fashion Modern?
Congratulations to Modern Meadow as a finalist and honorable mention in Fast Company’s 2018 Innovation By Design Awards!
Roofstock
Streetlane HOMES
Roofstock Acquires Streetlane to Provide Property Management for Institutional Investors
Well, this is a new one: Two Operative Words' clients have merged: Roofstock and Streetlane Homes. Two cool!
Skydio
The Verge: Skydio’s AI-powered autonomous R1 drone follows you around in 4K
Operative Words created Skydio's product descriptor, self-flying camera, and named Frontier Edition, Skydio's limited-edition product bundle.
intel
The Verge: Intel made smart glasses that look normal
Operative Words named Vaunt, Intel's forthcoming smart glasses.
rapt studio
Fast Company: The World's Most Innovative Companies (2018)
Operative Words named Rapt Studio, a branding agency specializing in interiors and recognized for “adapting agile engineering design.”
starry internet
TechCrunch: Starry Internet and Marvell want to bust open the ISP industry
Operative Words named Starry, an innovator in broadband internet.
Quell
Deal struck for Quell pain technology
Quell is a wearable band that relieves chronic pain through electrical stimulation. We named the brand Quell, and created its novel product descriptor, wearable pain relief technology.
Lytro
Lytro is Positioning Its Light Field Tech as VR’s Master Capture Format
Light field imaging records rays of light, not dots like most cameras. The results are images far more immersive than anything else. Lytro is the world's leading pioneer in light field technology, now creating VR experiences unlike any other. Lytro is another name created by Operative Words.
Plume picks up $270M at a $1.35B valuation to power smart home Wi-Fi
Congratulations to our wonderful client, Plume, who we named back in 2015, and just raked in $270 million in Series E investments.
I have Plume pods throughout my house and can personally attest to how awesome they make my home wi-fi network. It’s absolutely seamless and rock-solid. When I had troubles with my new fiber ISP, Plume’s hypervigilant tech support got me up and running. Yes, Plume gave me a few pods, but I swear I’d evangelize for them even if they weren’t my client.
Turntide awarded investment from Amazon $2 Billion Climate Pledge Fund
Turntide Technologies makes electric motors that use 2/3rds the energy of traditional motors. TIA, Turntide, for helping fix the planet!
Introducing Turntide, the new name for software motor company
Turntide, named by Operative Words, has invented a motor and controller that runs on vastly less energy than conventional motors. If implemented worldwide in HVAC and other energy-intensive systems, Turntide could literally help reverse climate change.
What Is Ampleforth? How AMPL Is Redefining Decentralized Money
Ampleforth and their digital currency, the Ample, which we both named, are redefining how money works, combining the best of Bitcoin, cryptocurrency, and stablecoins.
Brick & Vine
A vertically integrated property management company. Their founders also started Roofstock.
Gantry Launches as America’s largest commercial property banker
Gantry, “the scaffolding that supports a rocket before take-off, the company rededicates itself to supporting the missions of its borrowers, lenders and staff.”
Thanks to Emotive Brand for bringing me in for the project.
And DANG what a great logo and identity system by Emotive!
Ampleforth protocol and Amples cryptocurrency
Crypto Startup Releases New Stablecoin, Rebrands to Ampleforth
George Orwell’s 1984 character, Ampleforth, refused to revise a poem into Newspeak — as was his job — because it would ruin the poem’s beauty. The limitations of institution-mandated Newspeak are like those of institution-mandated fiat currency. The Ampleforth protocol and the currency Amples, are principled and egalitarian alternatives to fiat currency.
Chemetry
2018 Green Chemistry Challenge Awards
Congratulations to Chemetry, who won the 2018 Green Chemistry Challenge Award for their process that eliminates the need for toxic chlorine in the production of plastic.We named Chemetry.
Tonal
The New York Times: Silicon Valley Jumps Into the Fitness Business, and It Will Cost You
“The Tonal machine is very cool”
Tonal
TechCrunch: Tonal launches at-home digital strength-training system
Tonal, a strength-training system powered by electromagnetism resistance technology and machine learning, is launching today to let you get ripped and in shape without having to go to the gym. Tonal was named by Operative Words.
Linksys Velop
Forbes: New, Cheaper, Linksys Velop Hits The Market As Apple Exits
Linksys Velop, named by Operative Words, is now the only networking hardware Apple sells at retail besides their own.
modern meadow
Fast Company: How Modern Meadow Is Fabricating The Animal-Free Leather Of The Future
Operative Words named Zoa, the world's first biofabricated leather by Modern Meadow.
mythic
modern meadow
CNBC: 29 start-ups that prove Silicon Valley innovation isn't dead
Operative words named Mythic, an AI chip developer, and Zoa, Modern Meadow's biofabricated leather.
plume
Multichannel News: Bell Canada Picks Plume for Whole-Home WiFi Service
Operative Words named Plume, a company that makes whole-home adaptive wi-fi technology.
Roofstock
Roofstock is an online marketplace for investing in leased single-family homes. We named it.
Glint
Glint's Narrative Intelligence™ Named Top HR Product of the Year
Glint is an AI-powered software platform that helps organizations get immediate insight into employee sentiment and engagement. Glint was named by Operative Words.