We partner with leading brands to create game-changing names and naming systems.

Most therapy practices play it safe—soft tones, Latin roots, or vague gestures at healing. But this practice was different. Their vibe is thoughtful, yes—but also modern, and self-aware. We set out to create a name that could embody that personality: confident enough to stand tall in a clinical directory, and playful enough to make someone smile when they hear it. The result was Interior Design Firm. On the surface, it reads like an architecture studio. But look closer, and it becomes something more clever: a nod to the mind as a space worth designing, with therapists as the “interior designers” helping empower clients to renovate, rebuild, and reimagine their emotional world. It’s unexpected, memorable, and completely aligned with the practice’s tone. In a field that can feel overly serious or sterile, Interior Design Firm makes therapy feel accessible, modern, and just the right amount of rebellious.

This wasn’t your typical gossip column. The tone was fast, funny, mischievous, and sharp-edged. So we set out to create a name that didn’t sound polished or precious, didn’t chase trends, and didn’t scream “celebrity site.” Instead, we wanted something that felt like its own voice: sarcastic, playful, and self-aware. We landed on SNYDE—a crisp, one-syllable, intentionally biting, perfect play on the word snide. The subtle all-caps NY at its core keeps the brand rooted in New York swagger, while the altered spelling feels like a digital-age wink. It’s a name that sounds like a side-eye, a roast, a scroll-stopper. It holds space for surprise and punchlines, for sharp commentary and shameless delight. SNYDE isn’t a nod to fame. It’s a nod to how we talk about fame now—instantly, hilariously, and often a little too loudly in public.

• In naming this platform, we focused on encapsulating craftsmanship at scale—machines that “mason” form and structure, but with the agility of code and automation. Codemason merges code (automation, software control) with mason (traditional builder), instantly conveying a fusion of legacy and innovation. The name works across multiple printer models—from the high-throughput Micro Factory to the mobile Archer and detailed Lab versions—serving as both umbrella and specific identity. It feels technical yet accessible, industrial yet human. Codemason speaks to clients looking for precision-engineered solutions that automate up to 80% of construction processes, drastically reducing labor costs and time while improving sustainability.

With In Good Company’s brilliant brand strategy in hand, we sought to create a name that could feel as iconic as the address itself. The right name would channel Midtown’s legacy of ritual, rebellion, and refinement—without being precious or nostalgic. It needed to feel elemental, architectural, and alive. We landed on Torches: a single, powerful word that evokes ignition, ceremony, warmth, and continuity. It speaks to fire as both symbol and action—of lighting up, yes, but also of illuminating culture, sparking connection, and keeping legacy alive. Torches echoes the spirit of the Prohibition-era provocateurs who once gathered in the very same building, and nods to Lady Liberty herself - they ultimate symbol of New York - while offering something entirely modern: a brand built to last, and to lead the way.

And we thought we were niche! We were approached by a global branding and design agency dedicated exclusively to the New Space economy, helping visionary aerospace and space-related organizations communicate their impact through compelling strategy, design, naming, and brand management. Founded on the belief that “space companies are living and breathing the coolest stories in the universe but missing the opportunity to effectively capture and tell them”, they partner with clients—from launch providers to public education nonprofits—to elevate their brands beyond the sea of Star Trek-adjacent design that has so much of the industry in its thrall. The name Cosma Schema combines Cosma, phonetically echoing “cosmos,” with Schema, suggesting structure and strategic order that the agency provides to their clients. Together they evoke a balance of wonder and discipline—an agency that blends creative awe with evidence-driven strategy. Its Latinate construction feels both rooted in cosmic scale and intentionally structured, mirroring the agency’s mission to turn ambitious space ideas into clear and powerful brand stories. It positions Cosma Schema as an intelligent, purpose-driven partner in shaping the future-facing narratives of the New Space economy.

In a category dominated by tech-heavy acronyms and functional naming, we knew this company needed a name that felt human, fluid, and bold. Their vision goes far beyond launching hardware—it’s about building a smarter, more adaptable presence in orbit through autonomous assembly, maintenance, and repair. The name had to suggest movement, autonomy, and possibility without getting trapped in technical jargon. Rovial strikes that balance. Sleek and invented, it draws subtly on rove (to move freely), and evokes an adjectival quality—something fluid, mobile, and active. It sounds refined, with echoes of royal and jovial, giving the brand a quiet confidence and elevated tone. In a field of hard tech names, Rovial stands out as soft power: intelligent, modular, quietly transformational.

The old name, Revv, had energy, but also baggage: crowded search results, pronunciation confusion, and limited trademarkability. More importantly, the category was saturated with hyper-descriptive names—Carvana, TrueCar, AutoNation—that felt impersonal and commoditized. We needed a name that broke the mold, without alienating either consumers or dealers. Enter The Lasso. A real word with suggestive richness, lasso metaphorically captured everything this platform does: it gathers a circle of trusted dealers, ropes in strong offers, and helps the seller corral the best price—on their terms. It evokes clarity and control without feeling cold or transactional. Visually, it’s round, clean, and memorable; verbally, it’s playful, warm, and easy to spell. In a space of fragmented trust and price confusion, The Lasso stands out as a brand built to bring transparency full circle.

The challenge was twofold: communicate that this ingredient is, in fact, real sugar—and simultaneously better than the sugar people know. In a crowded sweetener landscape dominated by artificial substitutes and “natural” but confusing claims, we sought to establish a new category: a sugar that doesn’t compromise. Our strategic recommendation went beyond just the name—it included insisting the name always appear with the word “sugar.” That name? Incredo. Suggestive, bold, and brimming with optimism, Incredo signals what’s true: this is real sugar, made incredibly better. Today, it not only brands their flagship product, but also stands as the company’s new name—proof of its enduring power.

When two community design firms merged, they brought us in to position and name the new entity. Following in-depth research into an oversaturated market, we defined the brand as a bold, human-centered force for meaningful progress—“progress through people.” In a landscape dominated by jargon and vague buzzwords like “community” and “innovation,” our aim was to create a name that was emotionally resonant, versatile, and suggestive without being overly literal.  The concept of “shareholder” was an important one for the company as they seek to redefine shareholders as no longer just those financially invested in the company - it’s all parties involved. The name Sharehold captured the organization’s empathy-driven approach and its ability to translate deep listening into measurable, people-powered impact—from global institutions to grassroots movements. 

In this next chapter of their business, Fund That Flip sought to redefine real estate investing by emphasizing human impact, integrity, and upward mobility. The goal is to move away from the commodified, media-driven image of “flipping” and instead highlight community investment and personal empowerment. The name had to resonate emotionally with diverse investor archetypes by embodying qualities like confidence, humility, and progress. The overarching essence we sought to channel was “the freedom of upward motion,” (informed by incredible positioning work done by The Nucleus Group) with a name that used real, evocative language to express purpose, values, and forward momentum. In our client’s words: “Upright not only speaks to the broadening breadth of services and products we provide, but is also a name that truly inspires customers.”

In our multi-year partnership, we worked to not only to transform the namescape from ho-hum to brand-bombastic, but also worked closely with leadership to make the order, flow and outcomes of internal naming processes more successful. In naming all of the bank’s credit cards, we created a namescape strategy to reach a more upmarket audience while still retaining their bold yet approachable brand personality. Behind this great namescape is, of course, namescape-driven culture. Key outcomes of our internal naming work are:     Name Type Continuum Checks Our famous Name Type Continuum became ingrained as a key project tool across all business segments on all name development projects. Stakeholder Engagement Process modifications to include c-level leadership earlier and more regularly throughout the naming process.

When naming their credit cards, the strategy focused on creating active, dynamic names that signal not a destination, but the start of a customer’s personal journey. Each name was crafted to break from traditional prestige-based naming, instead emphasizing motion, individuality, and purpose. Together, these names reflect a consistent, bold naming convention that aligns with the brand ethos.

When the bank needed a succinct yet powerful name for their online-first checking and savings accounts we delivered. The name had to balance a customer-friendly approach, aiming to preserve the trust and benefits its users had come to expect, while reflecting a modern, comprehensive approach to banking.

We developed the positioning of creating a new class of fast, a vision to create a world where distance doesn’t exist along with a brand voice and values and the crowning asset: the name Destinus which speaks not only to destination, but also us - our destiny as a civilization. Perhaps its greatest strength is in that the name speaks to something deeper about why the company exists, not just what they do or where they operate - thus easily allowing expansion into new technology, offerings and services.

• Competing brands tended toward ultra‑literal names like “MultiKitchen” or generic constructs; but we pushed for something more emotive that suggested discovery and the ability to order from 15 distinct restaurants in a single delivery basket. After running strategic naming explorations rooted in positioning, we landed on Unfurl, a name that evokes unfolding possibilities and the joy of exploring flavors together. Rather than a descriptive placeholder, Unfurl is warm, memorable, and versatile—fitting seamlessly across app icons, packaging, and marketing copy.  In addition to passing trademark and having a usable domain, the name also had to work within very specific constraints as it would show up on existing software platforms and applications. This meant that the name had to be short and also powerful because it would ultimately be paired alongside other brand names on said platforms. 

This was a truly breakthrough concept: a stationary bike that leans. Engineered to activate the core, simulate real-world cycling, and inject a sense of motion into home fitness, the product stood out from typical offerings. But in a market crowded with bikes focused on stats, screens, and streaming content, it needed a name that conveyed a more visceral, physical experience. Our mission was to develop a name that captured the essence of dynamic movement, muscular engagement, and contemporary performance—without resorting to cliché or overhyped tech jargon. The solution: VeloCore: a fusion of “velo,” the timeless shorthand for cycling, and “core,” a direct nod to the body’s powerhouse the bike aims to tone. The name strikes a balance between energy and credibility. It’s rooted in performance language yet feels modern and approachable—not clinical or flashy. VeloCore communicates the product’s signature feature—its lateral lean—while remaining versatile enough to scale across digital experiences, product ecosystems, and brand messaging. Supported by strong visual identity and launch strategy, the name helped position the bike as the centerpiece of Bowflex’s brand evolution—driving media buzz, winning industry accolades, and capturing consumer attention as the first indoor bike that moves with you, not just beneath you.