Panasonic - HomeHawk

To meet a growing homeowner desire to keep an eye on activities inside and outside their home or apartment day and night, Panasonic Consumer Electronics developed a single HD camera to protect your front door and cover the entire perimeter of the home and yard to do just that.

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The Panasonic team sought to find a name that hinted at a bird’s-eye-view, carried a strong tone and brought forth the concepts of inspection, home base and a wide range of coverage. Also important to the Panasonic team was finding a name that was broad enough to be used for future product introductions.

With a strong creative direction in place we led the Panasonic team through a hands-on creative strategy workshop to further explore the personality of the brand, brand attributes and benefits that would guide our team in developing viable brand name candidates.

Inspired by the idea of being watchful over your home like a hawk, and carrying a memorable H alliteration, the name chosen was HomeHawk. Not only was the name a team favorite but out-tested all other name candidates in customer research.