Catchword also operates JustTheWord, a catalog of brandable domain names. Jargon enriches everyday vocabulary with meaningful content and can potentially become a catchword. Catchword was founded in May 1998 by co-workers Maria Cypher, Laurel Sutton, and Burt Alper. Gomburza became a rallying catchword for the down-trodden Filipinos seeking justice and freedom from Spain. Helga is also known for her catchword, "criminy!", which she normally exclaims when stressed. In 1988 Coia became the host of the BBC gameshow Catchword. It became a popular "catchword" and played a large role in theories of modern design. Defensible space began to become the catchword for protecting homes and wildlands in the WUI. Apart from naming services, Catchword reviews brand names on its website. Catchword is a naming firm that creates company and product names.