MUSE Silver

United States

2022

PerSe: Technology Solution Portfolio Naming

Entrant Company

Catchword Branding

Category

Corporate Identity

Client's Name

Semtech

Sub-Category

Corporate Identity / Other___

Catchword developed a name for a new portfolio of sensors that detect human proximity to mobile devices to regulate power savings, auto on/off capabilities, gesture controls, and more for leading high-performance semiconductor supplier Semtech. Semtech Corporation is a leading supplier of high-performance analog and mixed-signal semiconductors and advanced algorithms had developed a portfolio of sensing solutions to detect human proximity or interaction with a device, for use in smartphones, tables, and wearables. The company approached Catchword to name this portfolio and develop naming strategy and names for products within it. Catchword explored a variety of creative avenues, including extending the naming convention of one of Semtech’s most successful brands, LoRa (short for “Long Range”), chipsets that connect sensors to the cloud. The chosen name, PerSe, derived from Person Sensing, is a short, memorable two-syllable intercapped name—just like LoRa, enhancing naming consistency across Semtech. In addition to selecting PerSe for the umbrella brand, Semtech adopted Catchword’s recommended strategy for naming products within the portfolio, assigning the three descriptive names Connect, Connect Pro, and Control. These terms quickly telegraph the products’ end-benefits, while allowing the PerSe portfolio brand to stand out and accrue the most equity. Semtech announced the line in October 2021 to significant industry media coverage.

Credits

Principal & Creative Lead
Maria Cypher
Principal, Project Lead
Mark Skoultchi
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