CASE STUDY: LONGJUMP
A new name for a sister agency
Highwire, an award-winning strategic communications and digital marketing agency, asked Heirloom to develop a name for its new sister agency. The new agency would be exclusive, forward-thinking, and dynamic, and it needed a name to match.
Heirloom presented over 30 potential names to the Highwire team. All names had been pre-screened in trademark class 35 (which covers advertising and business services) and checked for linguistic concerns to ensure international viability. The selected name, “Longjump,” stood out for its ability to evoke forward motion, speed, and power, while hinting at the talent and discipline of an Olympic athlete.
The name also provides a useful springboard for copywriting; Longjump’s website features phrases such as “propelling global technology companies forward,” “combining force with finesse,” and “soar beyond the competition,” signaling the agency’s value proposition and dynamic approach.
After launching in 2023, Longjump landed three important and sizable clients, helping to cement the Highwire Group’s status as “one of the few tech agencies to grow” that year, according to PRWeek. By developing a name that captures the spirit of forward motion, Heirloom created the appropriate distinction from Highwire as its own separate entity and helped position Longjump as an exciting newcomer to the tech-focused communications and digital marketing landscape.