We name companies, products, and ideas that need to be remembered. From blank page to brand canon.
Before the logo. Before the tagline. Before the pitch deck exists. There is a name. And that name will be spoken in boardrooms, whispered in funding calls, printed on packaging, and tattooed on the minds of strangers who've never met you.
We spend months in the etymology of an industry. We interview customers until we find the word that lives in their mouth before they've been given one. Then we test, reject, refine, and land on the name that sounds like it was always there.
Names launched
Industry awards
Combined valuation of named brands
Continents
Financial Infrastructure · 2023
Undisclosed Seed-Stage Fintech
The Brief
A B2B payment rails company serving African markets. Needed a name that felt global and inevitable — not a portmanteau, not a metaphor. A word that felt like it had always existed.
Rejected — in pencil
Recognition
The Name
"Infrastructure for the next billion transactions."
Mental Health Technology · 2023
Series A Health Tech, New York
The Brief
A therapy-matching platform for Gen Z. The founding team wanted to avoid clinical language entirely. The name had to feel like a text from a friend — warm, direct, zero jargon.
Rejected — in pencil
Recognition
The Name
"Care that meets you exactly here."
Consumer Packaged Goods · 2024
Legacy CPG Brand Rebrand, Chicago
The Brief
A 40-year-old household cleaning brand entering premium sustainability. The name needed to honor institutional memory while signaling a complete reinvention. One word. No hyphen.
Rejected — in pencil
Recognition
The Name
"Clean, the way it should have always been."
We'd been calling ourselves 'a platform for modern HR' for two years. Christened gave us a name that made investors stop mid-sentence and ask to hear more. That word — Lattice — became our company.
Co-Founder & CEO · Series B, HR Tech
Naming engagement, 2022
They rejected more names than I knew existed. Every 'no' came with a paragraph of reasoning that made me trust them more. When they finally said 'this one' — I understood immediately why it could be nothing else.
Chief Product Officer · Legacy SaaS Rebrand
Brand voice + naming, 2023
The brief we gave them was a mess of contradictions. They turned our contradictions into tension, and tension into a name that felt inevitable. Six months later, a Fortune 500 competitor tried to buy us for the name alone.
CMO · Consumer Health Platform
Full verbal identity, 2024
Client retention rate
Average naming engagement
Brands named & launched
Industry awards since 2018
Page PDF
Free Download
The methodology behind 340+ named brands. Naming frameworks, etymology techniques, trademark screening heuristics, and the seven questions we ask before writing a single word.
Every brand we've named, indexed by industry and methodology. No signup required.
Showing 16 of 16 names
Payment infrastructure for emerging markets
Gen Z mental health matching platform
Premium sustainable household cleaning
Co-ownership platform for first-time buyers
Carbon sequestration infrastructure
Board governance and compliance SaaS
Soil health monitoring for regenerative farms
Revenue recognition automation
Micro-payment platform for digital creators
Primary market for emerging artists
Fermented foods DTC subscription
Personal carbon footprint offset platform
Plant-based pharmaceutical delivery
Slow travel planning and itinerary platform
Long-stay furnished rental platform
Infrastructure cost optimization for engineering teams
Want to understand how these names were made?
The methodology lives in the Playbook.