About Us

Naming Names

How are we going to get everyone to like the new name?

How do we know we won’t pick the wrong name?

Does it really matter what we call ourselves?

These are some of the questions we hear almost every time we start a naming project. Naming is an exciting undertaking, but it can also be nervewracking for our clients: finding the right name is no simple task. Brand naming needs to start with a brand strategy and, importantly, the whole naming process should be steeped in and supported by a disciplined and strategic process, right up until the name is selected and approved for use.


Projectors on top of metallic cabinet, picture of projector hanging on wall

Open collaboration

We knew last fall when we started looking for a new location that at its core, our new space had to be all about open collaboration.READ MORE