Naming is scary. But I’m always up for the challenge.
If you’ve worked in branding long enough, you’ve probably heard this phrase more than once: Naming is one of the hardest things we do.
From competitive audits to trademark vetting to linguistic testing and securing domains, I’ve shepherded teams through this journey. And with thousands of names on the cutting room floor, I still think of my favorite “could have beens” fondly. Below is a sample of just some of the names I’ve released into the wild.
Envu
When Cinven acquired Bayer’s Environmental Sciences business, we were tasked with rebranding six global business units and their hundreds of products. Envu champions a new vision for solving some of our greatest environmental challenges.
Everly
A whole new approach to life insurance, this direct to consumer brand offers plans that benefit their users at all stages of life.
Mülü
With superfood beverage trends raging, we gave good ol’ milk a trendy facelift for this World Milk Day activation. Our client (and consumers!) loved the name and packaging so much they launched it in Target.
FairWave Coffee Collective
To help launch this holding company committed to growing area coffee businesses, we leveraged key signifiers of quality within the category.
Due to business situations outside of creative control, several of the names I’ve been most proud of have been locked away. Divestments, mergers, c-suite change ups, you get it. I’d be happy to share more if you’re interested.