We specialize in naming.

Big agency experience, operating at start-up speed

We make the unkown known, the new recognizable, and the unheard of familiar.

We've helped Fortune 100 organizations develop world-class names for more than 25 years.

Born out of a classroom in downtown New York City, our ethos as problem solvers drives the way we work to tackle every assignment for clients. Founded on the belief that a name is the first word of a story - we believe naming expresses your brand's character, inspires action, and influences business.

 
$10,000+
 
Undisclosed
 
2 - 9
 Founded
2008
Show all +
NEW YORK, NY
headquarters
  • 66 WEST BROADWAY, #600 NEW YORK, NY 10007
    NEW YORK, NY 10007
    United States
other locations
  • 550 15th St. , M11-12
    San Francisco, CA 94103
    United States

Portfolio

Key clients: 
Microsoft, Etsy, General Electric, CVS, Johnson & Johnson, Tapestry (previously Coach Inc.)
Durathon, GE's industrial use battery Image

Durathon, GE's industrial use battery

We named GE's Durathon battery, created from non-toxic materials and designed for large industrial situations. As part of a simple energy storage system, the battery enables energy to be used only when it's needed. 

Groove, a music player from Windows Image

Groove, a music player from Windows

Groove Music is an audio player software application included with Windows 8, Windows 8.1, and Windows 10. 

WattStation, an electric car charging station for GE Image

WattStation, an electric car charging station for GE

We named a network of electric car charging stations for GE. 

Windows Hello, facial recognition technology Image

Windows Hello, facial recognition technology

We helped to name Windows Hello, facial recognition technology that enables Windows 10 users to authenticate access to their devices and apps with just a fingerprint, iris or face scan. 

TrueCourse, a flight management system for GE Aviation Image

TrueCourse, a flight management system for GE Aviation

We named TrueCourse, a flight management system for GE Aviation, a framework that turns software functions into reusable components, making them easier to update and adapt and reducing the cost of change. 

Personal health app from GE Healthcare Image

Personal health app from GE Healthcare

We named Morsel, a free mobile app from GE Healthcare, which suggests simple ways that users can improve their wellbeing and track health choices. 

Tapestry, a new name for Coach Inc. Image

Tapestry, a new name for Coach Inc.

Tapestry signals Coach Inc.'s transformation into a luxury houes of brands with room to grow. 

Etsy Studio, a new marketplace from Etsy Image

Etsy Studio, a new marketplace from Etsy

Etsy created their first new market since 2005, and we named it "Etsy Studio," a new market designed exclusively for buying and selling craft supplies and tools. We decided on the word "studio" for its rich associations with art, creativty, and getting things done, as well as its ability as a simple, generic word, not to overshadow or seem disconnected from the Etsy brand. Sometimes the most practical, simple answer to a new

name makes the greatest creative impact and the most strategic sense.