The Need

Canon USA asked us to help them develop a name for a new digital camera.

The name needed to relate to empowering the user with a wealth of capabilities that came with this new, easy-to-use digital camera.

The Name

“PowerShot” was the winning name. It was easy to say, spell and remember. It communicated the idea that anyone could be empowered to take great pictures; that you now have the “power” to make every shot a “PowerShot”. Anyone could now shoot, view and print photos instantly without film. The name was punchy, exciting, inspiring and suggested that owning one of these cameras would ensure great pics every single time.


The Result

Launched by Canon in 1996, The PowerShot line has been one of the best-selling digital camera lines worldwide.