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.


The Westchester Jazz Orchestra is a critically acclaimed music ensemble and nonprofit performing arts organization with a growing national reputation. For their debut recording, they needed a title that would celebrate world-class musicians coming together to perform their own unique, commissioned arrangements. Applebaum was brought in to refine positioning, create an intriguing title, and to develop messaging for the WJO mission. The name All In, just five letters, has several layers of meaning: It invites the community to participate in the arts; speaks to these acclaimed musicians joining together; and announces a go-for-broke attitude in striving for artistic excellence.