The name game

The name game

Creating names for products, services and businesses is a major part of what we do. How you describe these things, what human traits they have and whether that expression sounds good or quirky, posh or cheap, healthy or indulgent, fun or frivolous is all up for grabs, depending on who we’re looking to connect with.

The number one rule in the name game is keep it simple, they (the name) need to be approachable, connecting with people.


Where do we start?

Ideally, at the very beginning, before you’ve even stepped into your game. Having a chat with us early on in the process is invaluable. There are lots of reasons for this, not least things like company registrations, domain names, competitor analysis, trademarks and IP. They all have a bearing on what you’re doing and how we’ll express it.

The most important thing is to sit down, share your story with us, tell us what you’re doing and why you love it. Then we can go away research the competition – not that we’re saying you won’t have done this yourselves, but a fresh pair of eyes can bring new perspective to these things. We can also start exploring how to verbalise and express the product, look at the vocabulary of the sector, the company and other products. Understanding what feels natural and familiar in your sector is really important, we often help clients identify more opportunities and highlight potential pitfalls in the early stage development of a brand name.

If you’ve already started, don’t worry, we can still help, again the most important aspect would be a face to face sit down to find out more about what you’re doing and where you may need some help. Also check out the ‘developments’ section below.



We humanise things, processes, services, businesses and products. Why? It’s pretty simple really, human nature looks for visual and verbal cues that identify with our own personal perceptions, ambitions, state of mind and more.

We help people connect with products or services that are often complex, expressing them in simple, human terms is what we’re good at. Don’t take my word for it, check out our portfolio. We’ve been playing this game for a long time, over 22 years now, so we know a thing or two about what works. We’ve also seen a lot of changes in that time, new technologies and platforms that have sometimes sounded like the stuff of dreams, they have evolved to become the mainstay of everyday life. Whatever it is, however technical or untechnical, we’re at our best creating a buzz for your business, humanizing your products and services.



From time to time everything needs refreshing, nothing stands still, especially in todays fast moving digitally dynamic world. Whether it’s a reaction to global market changes or a key competitor who just moved up a gear, the name game will always evolve, diversify and develop, reacting to the world around it. One of the most powerful assets of the name game is to be pro-active, this defines your role in the bigger picture and often puts you ahead of the competition.



The name of a business, product or service is always going to be at the heart of a brand. It’s the root of every thing, it’s from here that all the expressions and experiences will develop. What a brand stands for, what it believes in and what it says to it’s customers.

The visual narrative will be an evolution of the name, every aspect of your communication – logos, icons, all your marketing collateral online and offline – will be direct descendants of your name. Get the name right and communicating what you do will be easy, clear and defined.


Talking the talk

We’re more than happy to talk through what we do, demonstrate our knowledge and understanding. Take a look at some of the examples on our site. We know it will be reassuring so see that we don’t just talk this stuff up, we deliver it day in, day out for clients of all shapes and sizes, across many different sectors.

If you’d like to know more, explore what we do and where we may be able to help, drop me a line.