Agency: Contrast
Client: Action
Project Types: Portfolio Naming
Contribution: Naming
In preparation for their international expansion into the US, officially announced March 2026, Action approached Contrast to aid in evaluating their portfolio of over 70 owned brands and their respective names to help navigate both potential trademark conflicts with their existing names as well as consider opportunities to pivot existing names to ones that may better resonate with American shoppers versus their current European market.
BRIEF IN A TWEET
As the Action team was less familiar with US retailers, their respective brands, and in some cases, the main national brands, our approach began with audits of analogous brands—national and private label—for every corresponding Action brand being considered.
From there, we moved into formal naming for each brand working within four overarching name archetypes—Explanatory, Semi-Explanatory, Benefit, and Abstract—to deliver 16 potential new names for each brand that would address their respective positionings and core reasons to believe.
STRATEGIC Approach
Note: Logos shown in the ensuing sections are for inspiration purposes only and do not reflect the final brand identities.
These sections also represent only a portion of the brands I completed naming for to reflect a broad range of product categories.
