Codium to Windsurf: Finding a Tangible Name for an Intangible Product

Naming Intangible Products: The Windsurf Case Study

In the competitive tech landscape, naming an intangible product presents unique challenges. The Lexicon Branding team faced this when working with Codium, a coding platform that needed a name that would resonate with developers while standing out in the marketplace.

Situation

Client context: Codium was a technical product focused on improving the coding experience
Naming challenge: The product was intangible and difficult to visualize
Market environment: Technical products often default to descriptive, forgettable names
Client expectations: Initially focused on technical accuracy rather than emotional resonance

Actions

Strategic Approach

Made the intangible tangible: "If there's something that is intangible like that, we have to make it tangible"
Focused on experience: Shifted from naming the product to naming the experience it creates
Used metaphorical thinking: Explored concepts related to flow and movement

Creative Process

Deployed specialized teams: One team was tasked specifically with exploring flow metaphors
Expanded beyond tech context: "One team was just given the task of looking at all the things that can communicate either in a real word like 'flow' or metaphorically or in a sport about that kind of dynamics"
Sought compound words: Deliberately looked for multiplier effects that compounds create

Client Persuasion

Visualization strategy: Showed imagery of windsurfing to help the client envision the brand
Explained linguistic advantages: Demonstrated how the compound word creates multiple positive associations
Emphasized marketplace differentiation: Positioned the name as distinctive in the coding tools space

Results

Name adoption: The client selected Windsurf from the presented options
Complete rebrand: The company eventually changed its entire identity from Codium to Windsurf
Market success: The name has contributed to the product's strong market position
Lasting impact: The name effectively communicates the product's core value proposition of creating flow in coding

Key Lessons

Make abstract concepts concrete: For intangible products, find tangible metaphors that communicate the experience
Seek compound multipliers: Compound names like Windsurf create multiple association points (wind + surf = dynamic flow)
Focus on experience over description: Name the experience your product creates rather than what it technically does
Use visual reinforcement: Help stakeholders visualize the name through imagery and associations
Look outside your industry: The best name for a tech product might come from exploring completely different domains like sports
Prioritize differentiation: Choose names that stand apart from the descriptive conventions of your industry
Embrace polarization: A name that creates strong reactions (both positive and negative) often has more power than one everyone merely accepts