Product Naming

Entering the crypto space for the first time, Citadel asked us to create a name for a new digital assets market, designed for both retail and institutional investors. Citadel spearheaded this effort with a collection of other major financial players including Sequoia Capital and Fidelity.

Citadel’s determination to create and own a name in the form of an easy-to-digest abbreviation, along with an available URL, created a unique challenge —in the increasingly crowded world of digital assets, nearly all logical or natural combinations of letters and numbers were, in some form, already in use. 

After dozens of names considered, we steered them back to where we started and the name EDX Markets.