Our Creative Approach.


Naming is generally perceived as a creative exercise. It is, but it is a mistake to stop there. There is more to it.

Compare naming to architecture. Certainly, architecture is a creative endeavor, but it also requires in-depth knowledge of the physical laws that affect the strength, security, and comfort of a building.

Our process of creating names – the combination of small creative teams with structural linguistics – is our invention. We pioneered the integration of linguists and linguistic knowledge into naming and have invested heavily in developing software that facilitates both creative depth and breadth.

Our investments in consumer research and linguistics have led us to identify key principles of language, challenge assumptions, and uncover patterns of success that give our clients the ability to outperform their competitors.