Naming

New company name: an elevated approach

A startup in the booming cannabis market needed to brand two things at once: their flagship product and the company itself. So we developed a brand that guides everything from product and identity design to marketing and communications.

Project highlights:

Branding a startup company and new product at the same time
Brand strategy workshop led to positioning, persona, and messaging
A new company name that speaks to enhanced experiences and higher purpose
Successfully set up design, marketing, and communications

A new company name grounded in solid positioning

In shaping brand strategy, we looked at places where unique product benefits and core company values overlapped. That led to a position and new company name focused on elevated experiences. On one hand is a smart device that lets consumers customize their consumption like never before. On the other is a mission-driven company committed to advancing meidcal research and raising conversations.

Brand naming that sparks thinking on multiple levels

The founder felt “love at first sight” with Highten. The name speaks to enhanced experiences, senses, and quality. It also reflects a company with a higher purpose, and hints at cannabis without hitting it too hard. As an off-spelling of common word, Highten is familiar yet ownable. And it works as both a noun and verb.

"Bluegreen was engaged, passionate and the phenomenal output is proof of that. The depth of thinking that went into it serves as a roadmap for the Highten brand today."
C. Johnson, Founder & CEO at Highten