Names are leverage. The right one is sticky, sayable, and loaded with meaning. The wrong one is a permanent headwind — misspelled, mispronounced, and forgotten.
The tests every name must pass
- Sayable: If people hesitate to pronounce it, they won't recommend it.
- Spellable: Heard once, typed correctly. Domains and search depend on it.
- Distinct: It should stand apart in a crowded category, not blend in.
- Expandable: Don't box yourself into a single product or city you'll outgrow.
A name doesn't have to describe what you do. It has to be impossible to forget.
Meaning is built, not found
Some of the strongest brands started as invented or abstract words. They earned meaning through consistency. Your name is an empty vessel on day one — what fills it is everything you do afterward. We help founders choose a name with room to grow, then build the world that gives it weight.