CASE STUDY

OnePass:
Built for the Big Day

Naming

NFL tentpole events like the Draft, Superbowl and Pro Bowl are big, exciting and highly immersive affairs. To deepen the fan experience, the NFL developed a new app that gives attendees everything they need to take full advantage of NFL events. Think interactive maps, schedules, location-based alerts, even 'Vince' — the NFL’s virtual assistant named after Vince Lombardi — right in the palm of your hand.

The new app needed a new name. And that’s where we came in.

Within our exploration, we developed a strategy to create names that position the app in unique and engaging ways. As a guide, about the experience, or all about the feeling of taking part in these incredible events.

In the end, the final name OnePass kinda covers it all. In a light play on words, OnePass clearly communicates that everything you need for these events is right there in the app.

Client: NFL

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