Bringing order to a product portfolio

How do you create a cohesive naming system that can accommodate 130 product launches a year? That can span from $4 computer mice to $500 music systems and still feel like a master brand? That could accommodate the constant improvement of technology, but didn’t lose the story of the category? That engineers could get behind and that had room for the big marketing pushes that consumers needed to fall in love with?

Logitech nomenclature

Armed with some research, some insight into the road maps and a (way too deep) understanding of everything the company was asking of its names (including a trip to their factory in China), I created a detailed system of nomenclature that simplified numbering across categories, built criteria for evocative names within the system (and the rules around when numbers had to appear and could be left off), demonstrated how the names would work in each touchpoint and created guidelines and a wiki to allow company-wide visibility of the names in use.

Logitech Touch

While numbers aren’t always the solution, this combination of clear and descriptive naming, supported by tiering numbers with the flexibility for evocative names that could fit seamlessly into the system has been a success in helping customers and sales teams clearly understand the line up – and speeding time to market on the products they create.



Making Coors slightly hipper

Coors boxShort copy: Brewed with natural ingredients and Rocky Mountain water to create a legendary, full-flavored taste that’s worth seeking out.

Body Copy: What drives a man to stash and transport Coors in his suitcase, car or official jet? How could one beer inspire such extremes? It began when the quest for the perfect brewing water led a 26-year-old brewmaster to the heart of the Rocky Mountains. His resulting Banquet brew ignited a legendary Coors obsession among enlightened beer drinkers that lasts to this day. Sure, it’s easy to love, but it wasn’t always easy to get. Savor how good you’ve got it. You’ve got a Coors in your hand.

Discover the legend at