Eero
Home is where the Wi-Fi is
- Naming
- Naming architecture
- Product naming
EERO was the first wireless router to bring design sensibilities to setting up and using a Wi-Fi network. The name Eero, inspired by the life and work of architect and designer Eero Saarinen, positions the product as an extension of the hearth and home.
What we did
We worked with the founding team to develop a name for the company that could also work as the name of their product. Years later, we worked with their marketing team to develop a strategic naming architecture for their expanding product line.
What was the deal with…
Trademark
Their placeholder name when they first came to us had trademark challenges. It also didn’t quite work with their positioning. We conducted preliminary trademark screening in the U.S. and the deeper legal clearance was conducted by their legal counsel.
URL
While it was not a driving factor in our process, they were able to acquire eero.com
The decision
If given the right conditions, the unexpected always seems to find a way. In this case? The CEO happened to attend elementary school in a building designed by none other than Saarinen himself.