What’s in a name?

Naming is one of the hardest parts of my job—after all, a client’s project is her baby. Imagine you’re an expecting parent, and you want to give your child a name that captures all of your hopes and dreams. Now imagine entrusting that task to some guy in a t-shirt and dirty sneakers.

As you can imagine, it’s not easy (I guess I could buy a suit…). Here are some of the names I’ve come up with over my years in branding.

Not pictured: the countless hours of painstaking research and brainstorming, or the thousands of names I’ve tossed out.