Rooted in rigor, executed with flexibility.

While there’s a lot of flexibility in the way we can engage, a full naming engagement with one round of name development typically takes about 4 weeks - from kickoff to a presentation of 10 to 15 legally and linguistically prescreened trademark candidates. It’s always important to talk about the specific needs you have so we can identify the best approach. You may need more, you may need less.

Once I fully understand what it is I’m naming and the relevant context, it’s time to start putting pen to paper. I use a combination of methods to do the actual creative work.

Research

I dive into themes. I read about topics. I look to see for language being used conversationally or in a way that’s unique to that particular industry. I look for words that are maybe under-represented and underutilized and explore opportunity to elevate their profile and consider what they might feel like as a name.

Reference

I use dictionaries and thesauruses frequently. Even words I know well, I still will look them up to see if there’s a secondary or tertiary definition to leverage. Or perhaps I’ll discover nuance in its application or context I hadn’t considered. And while I can rattle off a list of synonyms like nobody’s business, I always like to check my work, and see where the web of language takes me through that tool.

Reflection

Sometimes it’s a combination of free-association and imaginative meditation. This technique is especially effective for the more abstract, evocative and emotional names. I simply look out the window for creative stimulation to see what’s happening in nature. I walk around the city to see who or what inspires me. Or I sit quietly and close my eyes and let my thoughts flow and capture images and words that may be of value. Inspiration is everywhere, so that’s exactly where I look for it.