THINGS I'VE NAMED
One of the most enjoyable parts of my work is naming companies and products. Though, not easy. Once you find that catchy name, then you’ve got to secure a URL and trademark—and today, both are tough to come by.
One of the nation’s largest non-bank mortgage lenders and master servicer desperately needed a facelift, which included a new brand name and image. With the goal of humanizing the brand, Mr. Cooper was selected as the new brand face of the company; i wouldn’t be surprised if your mortgage is serviced by them.
With so much experience serving seniors, AAG’s CEO wanted to build a Medicare brand. And we had 3 months to make it happen in order to get into 2021 AEP. BetterCare was the name selected. More on that brand-building exercise if you ask nicely.
Brought into Guitar Center to develop their content strategy and articles, we felt a name was needed for the platform. As a ling-time musician, Riffs, came to me in a matter of minutes. Since, Riffs has been GC’s content distribution platform for buying guides, product demos, interviews, and more.
NAKED RENEWABOTTLE
Years ago, Naked Juice transitioned their entire line of juices to a new recycled PET bottle (rPET). As the creative director on the account, I thought, “let’s name it and create some buzz.” With their strong effort toward sustainability, it was a no-brainer. Below are a few examples from the launch effort.
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