Naming is really hard. With the whole world of language at your fingertips, you can know what you're offering and still not find the perfect way to say it. You get an idea, and it's taken. You get another, and someone doesn't like it. And the more you generate, the further you can feel from the original essence.
It's maddening.
I hear it — the right name, the wrong name, the one that's almost right but carries the wrong weight. The way a word sits against a thing. I know before I can explain.
I've done over a hundred naming assignments over the past decade — new names and renames, category creation, product naming. Most of that at PS212, one of the country's leading brand naming agencies. Clients have included Google, CVS Health, GE, and ACLU. A new name, or a rename — the ear is the same.
For founders, teams, and practitioners who need the name to be right — not just defensible.
One hour. $750.
We read your names out loud, notice where each one lands or goes flat, and find what's making the wrong ones wrong. Bring in everything you've considered, even the names you've written off. (This session works through what you have. It's not generating from scratch.)
A whole naming project can be a lot: the cost, the rounds, handing over something this personal. Maybe it's too soon, or maybe you're closer than you think. Sometimes all you need is a mirror who gets it.
Looking for something bigger — a full naming project, new name, rename, category creation? Email me and we'll scope it.
I name things for a living. Some of them, no one asked me to — concepts I kept running into, in the work and in my own life, that no existing language could quite hold. So I named them.
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