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The Voice

Background / Challenge:

NBC’s The Voice first aired on April 26, 2011. The show quickly proved to be a hit for NBC and aired its twelfth season in February 2017. On May 10, 2017, NBC renewed the series for a fourteenth series.

As “The Voice” continued to inspire and changed the world’s understanding of what a reality television singing competition could be— The Voice: Remastered would be the next step in the musical journey of the multi-talented singers of “The Voice”.

We were approached to help name the new Las Vegas experience after numerous naming options had been explored internally and tested with viewer and non-viewer consumer groups. However, a name that truly expresses the quintessence of this event has not been found.


During a fast-tracked three week process, we spoke with key stakeholders, reviewed concept documents and blueprints for the new venue to truly understand the experience. We set out to create a name that communicated the excitement of witnessing live breathtaking talent and an unprecedented chance to be a star.


After creating hundreds of names we recommended “Platinum Dreams”. This name symbolized the highest achievement a recording musical artist can dream of. After some additional name ideation, consumer research and internal deliberation the name “Neon Dreams” was chosen to evoke the radiant experience of having your name in neon lights on the Las Vegas strip.


  • B2C
  • Brand Strategy
  • Brand Naming
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