Take our word for it.

Naming.

Naming is what we know best. And do the most. First contact tends to focus on process. What’s our special sauce? The truth can be found on the Projects page in the write-ups. Each has its own shape and size, its own location and weather. We go about naming in specific ways.

We generally get two types of calls. The first from those with no experience of naming. The need is new. Naming is a thing? How exactly does it work? The second from those who know just how hard getting to a great name can be. How can you promise me I’ll get what I need?

Whether curious or cautious, whether dreamer or doubter, the way to go is to have a plan, to chart a course. After thousands of assignments, our process is smooth and the groove is deep.

In naming there are things that work. And things that don’t. Trips to take and alleys to avoid. There are comments that count and quips to counter. Worlds within the limits of language.

  • We’ve named dozens (and dozens) of active companies. Including the top provider of offshore wind, a Dutch sustainable antibiotics leader with origins in 1869, and a US media company reaching 41.7 million television households nationwide. Four are listed on the NYSE. Our names keep ticking.

    We’re comfortable with the speed of spin-offs, the intricacies of mergers, and the pivots of private equity buyouts. We’ve partnered with Partners, Groups, and Capitals.

    Across our careers, we’ve helped name pieces of Honeywell, PwC, Alphabet, HP, DuPont, Adecco, Gannett, Royal DSM in the Netherlands, TDC in Denmark, IFFL in India, First Abu Dhabi Bank, Lonza, and Tadawul.

    We’ve run a name change for the 8th biggest retailer in the US and helped launch Amazon’s rival in the Middle East. Stitched together parts of Hewlett-Packard Enterprise and CDC to form a new company for 138,000 employees. Found a clean .com for an EdTech giant serving over 26 million students around the world. Even helped a katılım bankası in Istanbul escape old associations after a failed coup.

    Along the way we’ve badged brands worth billions.

  • We love to work with mission-driven orgs. We’ve named a fair few. And proudly track their progress.

    From managing over 24,000 acres of protected nature in Puerto Rico to bringing together 15 non-profits to launch a platform for those with learning differences. From re-deploying the truth campaign to fighting COVID-19.

    From funding early-stage research into diseases of the mind and eye to creating a truly national organisation to combat the addiction crisis in the US, securing the support of the Clinton Foundation and MacKenzie Scott along the way.

    From helping the world's largest independent cancer research organisation launch an innovation brand to renaming a charity fund founded in 1882 that the entire U.S. entertainment community can rely upon.

    From museums to movements, from institutions to instigators, if you have passion to share and good to do, then, yes, please, we’re here to help.

  • Work small, dream big.

    Collaborating directly with founders focuses the process and, often, expands the possibilities. Early on, the right name can change the story, help the pitch, and launch a success. We’re never happier than when we strike the right match. And shed some light.

    On groundbreaking visual technology delivering the metaverse
    On a digital-first, distance-degree university
    On fibreglass garden rooms inspired by shipbuilding
    On social platforms in Silicon Valley
    On social enterprise expanding the owner class in Uganda and Kenya
    On jars of kimchi
    On the cannabis equipment company.

    In all software shapes and delivery box sizes, all garage lab twists and app dev turns, new technologies, techniques, and tactics need new language to help them go places and bring others along.

    Best of all, we often get the chance to stick around and join the team as they make other high impact marketing decisions. Products, services, suites, teams. Ingredients, innovations. Architecture. Taglines.

    Check out Superscript, the best digital insurance provider in the UK. They’re hiring.

    Or disguise, awarded the Queen’s Award for Enterprise Innovation in 2022.

  • Identify the gap, test the concept, build the offer, market the market, and win in store.

    From ideas to eyeballs, there’s nothing more fun than packaging the next big thing. And the process and practitioners behind every product launch.

    We’ve hung out with innovation teams. Crunched numbers after focus groups. Shifted focus halfway through. And seen a full complement of archetypes and targets, too. Sally, soccer mom. Brendan, bicycle enthusiast. Early adopter, late bloomer. Emerging demo.

    We’ve worked on whiteboards for established brands with global footprints—P&G, Diageo, Bass Brewers, Verizon, Sainsbury’s, L'Oréal, CVS, Gildan, Carter’s—and challengers looking to secure a foothold, like Blue Apron, One Kings Lane, or the Icarus of the streaming wars, Quibi.