Names that do the jobs they were designed to do.
Cases
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As Docusign geared up to launch its new category, Intelligent Agreement Management, it brought us in to examine how its naming system could better support clarity throughout its portfolio.
We modeled a number of frameworks for naming with leadership, landing on one that allows distinctive names for offerings that act as high-visibility proof of the Docusign vision for Intelligent Agreement Management.
For everything else, we developed guardrails for developing grounded, descriptive names.
To make sure the system would work, we aligned it with Docusign's internal product lifecycle and skipped the guidelines deck in favor of developing guidance tailored to work within Docusign’s internal knowledge systems.
Within that guidance, we also codified previously undefined parts of the naming process, like project names, proper use of the Docusign name, and how to manage localizing names in non-English-speaking markets.
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Wrangling a complex portfolio that had grown largely by acquisition, and facing a range of ambitious new technologies on its horizon, Illumina asked us to help them organize their portfolio and create a clearer story through how they named.
We workshopped a range of hypotheses with a cross-functional leadership team, experimenting with different roles for its existing brands and identifying where new ones would be developed.
Ultimately, we landed on a structure that divided its platforms under tiered subbrand names that were intuitive to their respective buyers, and prioritized Illumina as the primary brand across the rest of the portfolio. This meant sunsetting a range of subbrand names that distracted from Illumina as the source brand, and offering specific guidance around how “un-named” offerings should be labeled and referred to.
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While not a traditional naming project, Payoneer’s CEO asked for our help to “name the actions we take in service of our customers.”
With that framing, we were in.
We worked with leaders to create a hypothesis: What would inspire great work, connect employees to their customers around the world, foster experimentation, and break down the silos that can stand in the way of the best-possible answer?
With a set of actions in mind, we conducted 10 co-creation sessions with Payoneer employees around the world, learning from them what made great work possible, what stood in the way of it, and what they wished they could introduce into the company’s shared ways of working.
With global, cross-functional, multi-tenure input, we finalized a set of principles for ways of working at Payoneer that will set the stage for its next decade of success, and supported the brand team in developing a launch plan, and internal education campaign, and a program for grassroots “champions” to advocate for great work in collaboration with the CEO’s office.
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A beloved baby-products brand, Fridababy needed to rethink its brand architecture and naming as its offerings matured.
We helped them align on a source brand name, Frida, which created the freedom to both stand alone and to grow into standing for the whole family.
We’ve supported their brand name development and copy direction since 2017, helping to name and launch Frida Mom and Frida Fertility.
Creds
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For the groundbreakers, the gamechangers, and the courtblazers…
Court Origins is WNBA’s full-court tribute to the women who defined the game: on-court outfitting, off-court merch, and experiences and events that celebrate 30 seasons of the WNBA.
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A coffee brand devoted to ethical sustainability, along with high-quality coffee that speaks for itself. We gave it a minimalist name that says just enough; the mirror image of "yes."
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Developed in partnership with Mudge.
A new way to think about sun protection, from the inside out. We imagined what the world would feel like if you had more ways to defend your skin from damaging rays than topical SPF alone.
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Skincare for everyday eroticism that centers pleasure that’s all yours.
We helped the brand announce itself to the world with a name that proudly claimed space: the French word for “mine” -
Austin’s community-oriented bookstore in a light + airy space. We explored names that spoke to the fresh ideas, first impressions, and warm welcomes that would characterize the experience.
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After defining Illumina's naming architecture, we were asked to develop a name for one of its flagship technology offerings: a secure, flexible bioinformatics platform like no other.
We needed a name that would signal seamless integration with Illumina hardware and software and the ability to manage, analyze, and query massive data sets.
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A new way to locate agreements, surface information, and develop a clear picture of your contractual relationships. We equipped Docusign with a name that helps its customers know where to go to discover more about their own agreement landscape.
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An institution established to make peace the norm and war the rare exception. We created a name paying homage to John Quincy Adams, who said, "We go not abroad in search of monsters to destroy.”
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The merger of two leaders in the sales-training industry. The best answer ended up being the most obvious one: Bringing together the best of each organization's name.
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A client-facing box office interface that allows teams, theaters, and arenas to easily create, sell, and manage access to their live entertainment ecosystem. We found SeatGeek Enterprise a name that brings things together.
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A way to give fans more than just a ticket. We found SeatGeek Enterprise a name that spoke to what it feels like to meet up with others to experience something you love.
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A now-favorite line of labor and recovery must-haves, we helped Frida align on the name Frida Mom. We also had the pleasure of writing packaging copy for launch (Our fave: “Slip into something a little more…disposable.”)
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Simple solutions for the not-so-simple realities of babymaking. We delivered a name (the simplest option worked best for consumers), positioning, and copy direction for their groundbreaking mass-retail fertility brand.
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Developed for Sephora Collection in partnership with Mrs&Mr.
A curling and volumizing mascara that gives wearers a little pick-me-up.
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Developed for Sephora Collection in partnership with Mrs&Mr.
An illuminating name for a high-visibility lipstick.
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Developed for Sephora Collection in partnership with Mrs&Mr.
A name that tells a story about bringing your skin’s best face forward.
Testimonials