Extracurriculars is a forward-thinking engineering company that develops high-performance products with a strong focus on precision, utility, and innovation. Their latest innovation, a tuning mechanism, required a product name that reflected its function, feeling, and distinctiveness in the market.
CHALLENGE
The team at Extracurriculars needed a name for their new tuning product, a tool designed for speed, accuracy, and performance. As a future-facing engineering brand that produces niche products across multiple categories, they required a name that would stand on its own while still aligning with their parent brand values. The challenge was to distill a complex, high-function product into a name that was not only intuitive and memorable, but also emotionally resonant and strategically sound.
SOLUTION
We led the client through a structured naming and creative strategy process that began by identifying the product’s functional and emotional attributes. We asked questions like:
- What does it do?
- How does it feel?
- How is it different?
From there, we mapped insights into categorized themes, such as innovation, creativity, speed, durability, appearance, value, and sustainability. These clusters helped guide our exploration toward two core naming directions: one rooted in Latin etymology to signal heritage and engineering sophistication, and another tied to precision and performance.
The name VeloxiTuner emerged as the final choice. It’s a fusion of “Velox,” the Latin word for “swift,” and “Tuner,” clearly denoting the product’s purpose. The name conveys high-speed precision while signaling technical credibility and energy.
“Working with Lydia gave our product a notable name that is playful, yet clear. She translated a complex engineering mechanism that we originally had a lengthy self-explanatory name (like a technical research paper’s title) into a name that feels fast, precise, and unmistakably ours. VeloxiTuner captures the exact energy and performance we engineered into the product, and her process made the naming decision obvious. The experience was interactive, enjoyable, and creatively focused on a way that pushed us to think critically about our product, our customers, and our long term naming strategy for all future products and businesses.”
Don Tinsley III, Co-Founder, Extracurriculars
RESULTS
The naming process provided clarity and alignment for the client’s internal team and external communications. VeloxiTuner launched as a standout sub-brand within Extracurriculars’ product family, creating a strong foundation for future product naming architecture and marketing efforts. The name supports a clear, ownable identity that reinforces the brand’s position as an innovator in performance-engineered tools.