Naming the future of retail payments hardware
Finding the right names for new devices redefining a category
J.P. Morgan faced a complex challenge when branding its new payments hardware terminals: Finding clear, concise names that would resonate with retail customers while standing out from competitors, aligning with existing product taxonomy, working well internationally, and describing functionality—including leaving room for future addition of innovations like biometric identification.
Journey
Article Group partnered closely with the
J.P.Morgan team and their internal product design, marketing, and legal stakeholders to generate, assess, and test a wide range of name candidates for commercial appeal, strategic value, and marketplace availability. The names that hit the mark, Paypin and Paypad, were launched by the company at one of the world’s largest retail expos.
Solution
- Naming and nomenclature strategy
- Name generation
- Availability assessments
