The problem in naming is almost never volume — especially now, when anyone can generate a hundred in a minute. It's the gap between almost right and rings true. Whether you're five rounds in and nothing's landed, or starting from scratch — you need someone who can hear the difference. That's the work.
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.
Available for one-off naming projects, ongoing contract work, and embedded engagements.
For founders, teams, and practitioners who need the name to be right — not just defensible.
Names that land — each one deliberate, each one built to ring true.
When it's true, you'll know it.
When the problem runs deeper than the naming — For Brands.
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.
Should Clocks Loopful Thinking Signal RestorationReady to start a conversation?
Send a few sentences on what you're naming or working on, and where it's been almost right — or where you're just getting started.
We'll start with a quick call to see if it's the right fit. I'll respond within 24 hours.
erika@einmotion.co