Strategy
Naming things people can say
A name gets spoken a thousand times before it is ever read. Start there.
Most naming projects begin with a spreadsheet. Ours begin with a phone call, because that is where a name does most of its work.
We read every candidate aloud, spell it over a bad line and ask a stranger to write it down. Half the list is gone within an hour.
What is left is rarely the cleverest option. It is the one people get right the first time they hear it.
Ines Calder
Founder, creative director
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