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

As HP sunset its long-standing Partner First program, the company needed more than just a new name—it needed a new way to express its evolving relationship with its channel partners. Designed to serve a diverse, global network across commercial, services-based, and online sales, the new platform would mark a strategic shift toward a more unified, human-centric, and value-driven partnership model. Our goal was to create a name that would work globally, cut through category jargon, and speak not only to scale—but to spirit. The result was Amplify. It’s a name that radiates possibility, momentum, and mutual growth. It doesn’t just reflect what HP offers its partners—it expresses what those partners can achieve in return. Simple and expansive, the name bridges enterprise credibility with human resonance. It’s forward-facing, globally fluent, and emotionally charged—everything a modern channel program needs to be in a business landscape built on relationships. Today, HP Amplify serves as the global language for a partner ecosystem designed to grow louder, smarter, and stronger together.

HP created a cloud-based ecosystem that transforms multifunction printers into workflow hubs—allowing business users to access a range of productivity apps and giving developers the tools to build customized solutions for industry-specific needs. To name this new platform, we developed a strategy that aligned with HP’s broader brand system and ensured the identity could grow alongside the company’s expanding enterprise offerings. The naming needed to do more than label a product—it had to support a scalable, flexible platform with room for future features, third-party contributions, and product evolution. The result was Workpath: a name that conveys motion, adaptability, and purposeful direction. It reflects the platform’s role in helping organizations streamline tasks in real time while positioning HP’s MFPs as dynamic, cloud-connected tools that meet the needs of modern business today and tomorrow.

HP approached us to create a unified naming system to support HP’s most advanced remote workstation solution, centered on power, precision, and the Z brand. The challenge wasn’t just naming a single product, but developing a naming system for four interdependent components, each with its own strategic nuance, internal audience, and technical function. The solution had to feel unified, differentiated, and scalable while staying grounded in the visual and verbal identity of the HP Z Workstation line. Every name needed to reinforce the strength of the Z Workstation brand while communicating each product’s unique value proposition—without creating confusion with cloud or virtualized solutions. That meant no throwaway Zs, no buzzwords, and no overpromising. Just tight, strategically aligned names rooted in clarity and power. We named the flagship platform ZCentral, designed to evoke freedom, flexibility, and centralized access to workstation-grade computing. It’s a lightly suggestive name that reinforces the Z line while clearly positioning the platform as a central hub for high-performance work. ZCentral Connect clearly communicates accessibility and ease. Its enhanced descriptive structure aligns with its core functionality: seamlessly connecting users to their centralized power. HP Z4R, the physical rack-mounted workstation, followed hardware naming conventions to highlight its space efficiency and concentrated power. As a product built for optimized density and scalability, the name remains rooted in precision and clarity—HP Z4R tells you what it is and how it fits. ZCentral Remote Boost preserved decades of brand equity from the original Remote Graphics Software, while elevating its performance promise. “Boost” adds an active, enhanced-descriptive layer that communicates speed, visibility, and seamless performance upgrades—right in line with its user benefit. Together, these four names don’t just fit—they work. Built on a shared system of structure, clarity, and purpose, the ZCentral naming architecture tells a cohesive story across software, hardware, and user experience.

• As HP expanded into cloud-based offerings, it faced a familiar challenge for hardware-driven companies: how to clearly and cohesively position digital services alongside an established portfolio. The opportunity was to express the value of HP’s evolving cloud capabilities—particularly around print and workflow—while maintaining clarity and continuity within the broader brand system. To support this effort, we worked collaboratively with HP to sketch out a high-level structural view of how its brands, sub-brands, and offerings related to one another, ultimately developing a strategic naming approach that considered how the new offering would align with HP’s existing naming conventions and product families. By exploring different naming paths and structures, we helped HP arrive at a solution that balanced familiarity with forward momentum. The framework made room for cloud innovation while preserving the brand equity HP had spent decades building.

HP set out to create a unified printing ecosystem that could bring together smart printers, cloud-based services, and subscription benefits into one connected experience. Designed for consumers and small businesses, the offering would combine enhanced security, remote printing, sustainability features, and exclusive rewards—all while deepening customer loyalty and strengthening HP’s position in the connected print space. We developed a name that could capture both the breadth of the offering and the simplicity of its user experience: HP+. The “+” modifier communicates added value in an instantly recognizable way—signaling more features, more connectivity, and more ongoing benefits. While the symbol is widely used across industries, in this context its familiarity works in the brand’s favor, requiring no explanation while leaving room for future expansion. HP+ now serves as the flagship name for a print experience that’s always connected, always optimized, and always rewarding. 

HP approached us with a dual challenge: name a new high-performance laptop, and bring greater clarity to the broader ZBook portfolio through a more cohesive naming system. The new device required a name that could stand slightly apart from existing models, yet still feel connected to the ZBook line. At the same time, HP saw an opportunity to create a more intuitive structure across its mobile workstation offerings—something that would help both internal teams and customers better navigate the range. We led a focused brand architecture and naming process, mapping multiple pathways that explored everything from incremental changes to a complete reorganization of the portfolio. HP ultimately aligned on a streamlined, tiered approach—one that clearly positioned each laptop according to its performance, audience, and mobility profile. This architecture paved the way for a new set of product names, allowing each device to tell a sharper story while contributing to a more unified ecosystem. We recommended a mix of new names as well as the continued use of existing names within the portfolio. From this architecture came a new generation of names: ZBook Firefly for thin and light mobility, ZBook Power for accessible performance, ZBook Studio and ZBook Create for creative professionals, and ZBook Fury for maximum power users. Each name supports the product’s function while working together as part of a cohesive system. And the new high-performance model, originally built to accommodate third-party technology, was able to shine as part of this revamped lineup—no longer an outlier, but a hero within a reimagined brand story.

• Sometimes a name really needs to just get to the point! We partnered with HP to rename OMEN Command Center, HP’s gaming software that began as a tool for basic performance tuning and hardware customization. But as the OMEN brand expanded, so did the role of the software—adding features like rewards, game-launching, lighting control, and real-time system monitoring. With its new focus on community, content, and player progression, the existing name no longer captured the full experience. The goal was to move away from purely functional or legacy language and toward something more open, gamer-friendly, and energizing—while still staying grounded in clarity. We landed on OMEN Gaming Hub: a name that hits a sweet spot: it’s enhanced descriptive, immediately understandable, and rich with gamer relevance. “Gaming Hub” clearly conveys its role as a central destination for OMEN players—a place where hardware, software, and gameplay tools come together. It’s flexible enough to scale with future features, and bold enough to support OMEN’s brand promise: Play to Progress. With this rename, HP modernized not just the software’s identity, but the way it connects with players—making it easier for gamers to explore, customize, and optimize everything they do.

HP set out to name their breakthrough toner technology designed to make office printing more efficient, cost-effective, and environmentally conscious. This new solution would not only roll out across HP’s toner portfolio, but also serve as a forward-looking identity for eco-minded products and printers to come. The challenge was to build a name that could clearly communicate to office supply decision-makers—those balancing performance needs with budget and sustainability goals—while remaining flexible enough to scale across product categories and marketing use cases. We explored a range of naming directions, from emphasizing savings and simplicity to efficiency and environmental responsibility. The final name, HP TerraJet, delivers on both fronts. “Terra” anchors the name in the language of the planet—evoking sustainability and earth-conscious design, while “Jet” signals power, speed, and advanced print technology using a suffix HP is known for. Together, the name balances approachability with innovation, reflecting a toner system that’s engineered to do more with less: less packaging, less energy, and more value for modern workplaces.

HP turned to us to name a new all-in-one printer tailored for modern households and home-based professionals. This printer isn’t just versatile—it combines office-grade productivity with impressive photo printing capabilities, featuring a built-in photo tray, automatic two-sided photo printing, Wi‑Fi self-healing, and cloud connectivity through HP+ (something we named!) and Instant Ink. Constructed with 45% recycled plastic, it also reflects HP’s commitment to sustainability. We began by reviewing HP’s broader printer naming system and analyzing the market for multifunction solutions that balanced quality with accessibility. We focused on names that felt motivating, easy to understand, and appropriate for everyday users—not overly technical or premium. The final name, HP Envy Inspire, seamlessly extends the Envy line into this next-generation category. “Envy” anchors the printer within HP’s existing premium offering, while “Inspire” injects a sense of creativity, possibility, and approachability. The name speaks directly to how this printer empowers users to learn, create, and connect—effortlessly elevating everyday printing into a richer experience.

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.

• When engineering a machine meant to chase adrenaline at altitude, the name needed to evoke action, grit, and mastery. Drawing on insights from Lynx’s revamped chassis, lighter-weight suspension, and high-output Rotax® engines, we coined Shredder to embody both precision and playfulness. It’s visceral—your pulse rises just hearing it—and it anchors the sled’s identity in what truly matters: conquering terrain, commanding control, and delivering daredevil joy. Shredder blends raw energy (“shred”) with purposeful intent—it’s about carving through snow with authority. In the deep snow, it doesn’t ask permission. It takes over. Its name matches the experience: smooth aggression, mechanical prowess, and powder‑perfect domination with every turn.

• BRP approached us to name a groundbreaking new outboard engine—one that reimagines marine performance by hiding in plain sight. Unlike traditional outboards, this innovation is designed to sit below the swim platform, freeing up deck space, reducing noise, and delivering better fuel efficiency. It’s sleek, efficient, and almost invisible—an entirely new approach to how power can look, feel, and function on the water. We named it Stealth. The word captures everything this engine does differently: it disappears visually, operates almost silently, and integrates so seamlessly it feels like part of the boat itself. But Stealth isn’t just about hiding—it’s about power without distraction, design without compromise, and performance that speaks for itself. The name is short, bold, and unmistakably confident—perfectly mirroring the quiet force behind it.

• 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. 

As part of a larger retail revamp, ExtraMile sought to rebrand their coffee offering to provide a premium, customizable coffee experience that aligns with its refreshed brand pillars and appeals to younger, experience-driven customers. In order to signal consistency and scalability across franchised stores as part of a broader strategy to modernize and differentiate the ExtraMile convenience store experience, they needed a new and exciting name. The name we created, Mile One, assures you that you’ll get the fresh boost you need right from the beginning — this coffee is the best start to your daily routine. The name also boosts the ExtraMile brand with a clear tie back to the parent brand.

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 at Capital One 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.