Small jobs can have big consequences.


General Motors Co. (Detroit, Michigan), global automotive manufacturer and steward of such famous brands as Chevrolet, GMC, Buick and Cadillac.


Even the seemingly small projects can turn out to have big consequences; good ones, if you take them seriously. We've always wanted to name a car, so we jumped at the chance to make a name for GM. It was only for a peripheral technology that would appear in just a few models, not a car, but we knew that a job well done could lead to greater things.

GM had licensed an inductive (read: wireless) mobile charging technology from Duracell. Basically, people can charge mobile devices without plugging in cords. Convenient for passengers, and safer for drivers. However, we couldn't use anything even close to Duracell's name for the tech, PowerMat, and GM was spending marketing dollars on the cars, not the charging station, so the name had to sell itself.

The technology could be added to just about any console space, such as slots, slabs, brackets or buckets, so we looked for a name that could accommodate any industrial design. The word "spot" turned out to be relatively unused in this space and useful for all sorts of situations. The word "dock" already has a direct and well-known connection to charging mobile devices. Put them together and you have a name that communicates exactly what people need to know. DockSpot.

Our hard work paid off because this little job turned out to be a test drive. After GM kicked our tires, we got what we always wanted: the chance to name a car.

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