NAMING PROJECTS
When you’re a plant care app and most of your users refer to themselves as ‘plant parents’, it’s clear that they see their plants as far more than just aesthetic objects.‘Greenbeing’ built a plant care app that helped users tend to the individual needs of each of their plants as the unique living beings that they are.
Taptalk was in a legal conundrum and needed to find a new name, but wanted to preserve the brand equity and intuitive nature of the word 'Tap'. ‘Tapstack’ met these needs and also gave the team license to re-imagine a new product experience that allowing them to differentiate the company from its competition. Read more here.
A creative agency needed a name that was as inspiring as their big ideas, and their A-list roster of clients. ‘A Hundred Years’ gave the company leaders a unique lens to look through, allowing them to more easily start conversations with their clients about impact, sustainability, and a commitment to the long view.
A social entrepreneur was building an online education platform geared towards minimum wage workers looking to level-up to better careers. The name needed gravitas, speaking to each students' drive and unrealized potential. I arrived at Arena Education, inspired by Roosevelt's famously galvanizing 'Man in the Arena' speech.
A private equity company wanted to create a nationwide, tech-first roofing company, but needed a name that would feel fresh to consumers and make the legacy roofing companies they needed to acquire to realize their vision first feel comfortable, too. We landed on Skycrest. (Though I so wish they would have chosen ‘Troof’!)
A startup in the trucking space wanted to stand out from the grittier names of their competitors. Though they were initially unsure of the silly sound of ‘Mudflap’, because sales is a big part of their business, they report back that the name often gets a hearty laugh from new prospects, which is a great icebreaker, and a big win.
A robotic fulfillment company wanted to reimagine e-Commerce, starting with fresh grocery, and ultimately become a consumer’s one-stop-shop for all of their day-to-day needs. Riffing off of the welcoming openness of the double ‘O’ and the feminine form of ‘one’ in most Latin languages, ‘Oona’ was born.
A Hollywood makeup artist was launching his own line of cosmetics and needed a brand name that would communicate his ethos of 'radiant, minimal beauty'. I helped him and his team arrive at ‘Dewie Beauty’, which they felt ideally encapsulated the deepest essence of their brand vision.
Sometimes a re-name is just a minor tweak! The Hub was a network of co-working & community-building spaces for social entrepreneurs, but they needed to change their name for legal purposes. The addition of the word ‘Impact’, and deletion of the word ‘The’, met the legal criteria needed, maintained significant brand equity, and also served to dial in the company’s mission even further.
Other projects include:
An internal marketing platform for a global hotel chain. An Internet-beaming satellite launched by a Fortune 500 company. A new feature for a major American bank’s digital experience. A nationwide chain of ABA therapy clinics. A hospital billing software product. A new consumer technology product geared towards kids. A global logistics company specializing in cold-chain transport & many more.