- Renaming
Abridge is a healthcare AI platform that uses natural language processing to accurately record, transcribe, and distill clinical conversations. A verb meaning to shorten in duration or extent, Abridge speaks to the benefits of speed and brevity—a welcome improvement on tedious notetaking of the past.
- Naming
Atta is a analytics platform that connects data and creates world-class visualizations “so that anyone can be a data person”. Taken from the term attaboy, the name celebrates and praises the human side of data analytics. Atta is also a reference to attosecond (a quintillionth of a second) suggesting speed and small units of data.
- Renaming
Brightband is a public benefit corporation developing AI tools to improve weather and climate-related decisions for all of humanity. The name is a reference to a bright band—a radar phenomenon that indicates the presence of melting precipitation. In the context of their work, the name signals positivity and the collective efforts of a “band” of academic researchers, meteorologists, and technologists.
- Naming
We like the classic feeling of a sandwich shop with the proprietor’s name on it: Ted’s, Rhea’s, Michael’s, Kelly’s. If we stopped with “Chuck’s” there would be a chance of going unnoticed so we wanted to modify the name with something ownable that wasn’t just window dressing. “Takeaway” fits the bill by setting an expectation and an attitude.
- Naming
Codex is a model built by OpenAI that translates natural language to code. The name Codex contains both a clear connection to code and a narrative tie to the history of recorded knowledge and human progress.
- Renaming
Coefficient Giving (formerly Open Philanthropy) is a philanthropic funder and advisor that partners with donors to direct funding towards causes that are important, neglected, and tractable—those where additional resources can make the greatest difference. The name Coefficient captures their shift from single donor-focused funding to a more collective approach: “Co‑” signals collaboration with other donors, while “efficient” underscores a focus on cost-effectiveness. Finally, a coefficient is a multiplier, which captures how they aim to amplify impact together.
- Naming
Definite Articles is a performance apparel brand that is entirely biodegradable. The fashion industry wastes 2.4 billion pounds of textiles annually. Biodegradable apparel is an important step in closing the loop.
- Naming
- Naming architecture
- Product naming
EERO was the first wireless router to bring design sensibilities to setting up and using a Wi-Fi network. The name Eero, inspired by the life and work of architect and designer Eero Saarinen, positions the product as an extension of the hearth and home.
- Naming
- Brand strategy
Fine Mess is equal parts bakery and community cornerstone. Located on Lopez Island, one of the San Juan Islands in the Pacific Northwest, the space provides home-style baked goods and a reason to come together, for locals and seasonal visitors alike. The name Fine Mess speaks to the contrasts that make it worth visiting: rusticity meets elegance, tidiness meets abundance, island mentality meets ferry.
- Naming
Groundcover is any plant that grows over an area of ground and provides protection of the topsoil from erosion and drought. The Tel Aviv-based team loved the name as an easy metaphor for their DevOps monitoring platform that installs in a flash, stamps out issues, and recedes to the background when things are running smoothly.
- Naming
Half Dreaming is a creative agency that helps mission-driven organizations bring their brands to life. Led by a close-knit team in Charleston, the agency’s approach combines a knack for design, marketing savvy, and a genuine curiosity about the world around them. The name speaks to the head-in-the-clouds quality of creativity, but with an air of mystery—implying that the other half is grounded in strategy.
- Naming
HEYDAY is Target’s in-house brand of tech accessories. The name speaks to the ability for the brand to capture an individual’s sense of style. This is a name that says tech accessories have just as much to do with fashion as they do with electronics.
- Naming
House Numbers is the first financial advisor for the home, helping homeowners build wealth while lowering the cost of home-ownership. The team liked the double meaning here as House Numbers are a fixture on the front of nearly every home and a way to communicate, quite literally, the amount of money a home is worth.
- Naming
Howso describe themselves as “the understandable AI platform.” The company set out to build an AI platform that doesn’t sacrifice integrity for power. We wanted to provide names that signaled the transparency and trust that comes from being able to look under the hood and see how everything works. Meaning why does one think that, Howso encourages an audience to ask the questions: why did the AI generate that information and how?
- Renaming
Imbue is an AI systems company creating practical AI agents capable of complex reasoning. They believe that AI has the potential to make life better for people, offering the time and space to live happier lives.
- Naming
A playful contradiction in terms, Inside Weather asks interesting questions: If being inside is supposed to protect you from the elements, what sorts of weather patterns exist indoors? Can a bedroom be dark and stormy? What makes a living room feel bright and sunny? The name uses weather to talk about the environment and mood you can create indoors with smart, stylish furniture.
- Naming
Interior is a “deliciously-clean beverage you can drink daily, providing powerful nutrient support for your cells” which is a fancy way of saying that what you put in your body matters. We wanted to tell the story of supporting your cells, internal organs, and overall health by simply pointing to where it all happens—within the body.
- Naming
Lyric is an AI-first software approach for supply chain management. Having witnessed firsthand the logistical chaos of the COVID-19 pandemic, Lyric’s team aims to create harmony where there was discord and volatility. Initially known as ChainBrain, most of the senior team felt this placeholder name sounded too old, literal, and limited.
- Renaming
MIRO is an excuse to think of your workday as a collaborative canvas. Derived from Joan Miró, the Spanish painter and sculptor who painted bright, bold murals of surreal amoebic forms. His vibrant, energetic work was a perfect metaphor for bringing ideas to life. Miro can also be considered as an empty vessel name with a connection to the Spanish word for “look” or “watch.”
- Naming
Olto is technically an automotive grade Class 2 e-bike—but with a switching mechanism that easily converts the pedals into footrests, the Olto experience is more of a hybrid. It’s just one member of the fleet at Infinite Machine, a New York-based micromobility company changing the way we navigate cities. The name Olto was directly inspired by the left side view of the bike and their team’s interest in alluding to the product silhouette.
- Naming
- Brand strategy
- Brand story
- Website copy
- Promotional copy
OVERTURE is a 55-seat supersonic passenger jet designed to go Mach 2.2. An overture is an introduction, in music and now in flight. Considering this will be Boom’s first commercial aircraft, it says this is just the beginning. The name also has “over” in it, signaling that the jet will literally be 30,000 feet above the competition.
- Naming
Stelo is the first FDA-cleared glucose biosensor available without a prescription. The developer, Dexcom, entrusted us to find a name that felt empowering, told a story about optimizing health, and would help introduce this technology to a whole new audience.
- Naming
Tempo is a bus that’s pretending to be a train. AC Transit, the Oakland-based public transit agency, reached out to us as they started planning a new bus rapid transit (BRT) line to serve communities in the East Bay region of the San Francisco Bay Area, stretching from the San Leandro BART station to downtown Oakland. The bus line is designed to function more like light-rail with buses every ten minutes, bus-only lanes, and new traffic signal technology allowing buses to bypass traffic.
Ultraderp is equal parts high performance and big dumb smiles—just like most of the dogs you’ll find running around on trails. Ultra as in ultralight, ultrafast, or ultra marathon. Derp as in that face dogs make when they don’t know what’s happening but aren’t about to let that get in the way of a good time.
- Naming
Understory is a brand of supplements and proteins derived from Antarctic krill. The name was born out of a desire for the parent company, Aker Biomarine, to share a rich story about the importance of aquaculture nutrition and highlight krill’s vast range of sustainable nutrients.
- Naming
WILD COMMON imbues the raw elements of nature with a sense of community and gathering. The name captures the essence of what the founder was inspired to create with his line of tequilas and mezcals—a near-spiritual connection to the products conjured from the earth. It was important that his brand not feel aggressive or gimmicky, as he wanted to speak to active, driven people who care about the products they bring into their lives—and their bodies.
