Applebaum is a brand identity firm specializing in name development, branding systems, and marketing communications. We have been helping clients create successful identities for new products, companies, and services since 1982.


When American Ballet Theatre dancer Lisa Lockwood retired from the dance world, she turned to her other passion, horticulture, and began a second career. She wanted an identity for her new floral and landscape design business that would express her aesthetic in a unique and meaningful way. Combining a Greek root with Latin plant nomenclature, Applebaum coined the name Choreanthus (dancing flower) to convey the source of Ms. Lockwood's inspiration with a tone and flow that reflects her sophisticated aesthetic and designs.