Episode 4: what’s in the name?

Some Names Were Catchy. Some Were Cool. One Was Right

Episode 4 was about finding common ground—visually and verbally. The art direction was revisited, and the aesthetic was refined until it felt just right. Then came naming. We divided ideas into themes, dug into meaning, tone, and recall, and built a list of hundreds.

But a good name isn’t just catchy—it has to be memorable, hold meaning, sound right, and should be ownable. The challenge? Landing on one that could do all four.

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Brand Naming 101

Why is Naming important

A name is the first thing people remember—and sometimes the only thing. It shapes perception, sets the tone, and holds meaning long before the brand says anything else.

What Makes a name work?

A good name is clear, ownable, easy to say, emotionally resonant, and aligned with the brand’s voice. It should feel fresh, make sense for the audience, and open space for storytelling.

Categories to Explore while naming

Exploring different naming territories helps break assumptions and expand creative possibilities. Common categories include:

With respect to parent name
Emotional
Positioning
Translations and Combination
Descriptive (what it is)
Invented (new words or hybrids)
Metaphoric (symbols, stories)
Cultural/Referential (pop, myth, heritage)

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next episode

05 how to build a logo from scratch

28 mins

June 26, 2025

Episode 5 is about giving the brand a face. With the name locked in, we moved on to designing a logo that felt simple, sharp, and unmistakably “us.” We explored marks that could carry the brand’s tone, hold their own in a crowded space while staying memorable.

all episodes

11 mins

Getting Started

11 mins

Defining The Customer

17 mins

How to Create an Art Direction

21 mins

Creating A Brand Name that Sells

28 mins

How to Build A Logo from Scratch

16 mins