Naming

This small non-profit agency had been fostering scholastic achievement, educational excellence, and bilingual literacy among underserved students in rural areas of the Pacific Northwest for two decades. The original name didn't really reflect their remarkable success. We thought about that and came up with Altera, a name that expressed how well their accomplishments have lived up to their lofty goals.

A famous novelist and an entrepreneur walked into our office, and then…This sounds like the beginning of a good story. And it was. They wanted a name for a company that would transform works of fiction into video games for literary types. Our name &Then describes the anticipation that keeps a reader turning the page to discover what happens next. Michael Hilliard created a logo that combines the graceful form of the ampersand with the timeless appeal of movable type.

We have collaborated with the designer and creative director Craig Marocco on several naming and identity systems; this was one of our favorites. We did plenty of research—as we always do—before coming up with Calidora for this high-end skincare clinic. Our name has roots in a medieval Italian tale that was based on a story from Ovid. It's also a blending of Greek words for “beauty” and “gift.”

This start-up combined the joy of community with the joy of cooking. Customers gathered with their friends at a commercial kitchen where, under the guidance of a professional chef, they worked together to prepare gourmet entrées to take home, freeze, and enjoy for weeks. It was a magical amalgam of food and fun, so we named it Cuizam.

The founders of this elite sporting club offered members access to remote luxury fishing resorts around the world. They asked us to create a name and identity system that would tell their story. The name FinnTalon conveys images of wildlife, wilderness, and legendary hunting estates. And designer Michael Hilliard's logo brought it all to life. Our clients were also delighted that the brand carries a whiff of well-aged, single-malt whiskey.  Bullseye!

When Marketplace Salon and Spa moved from their original location next to Seattle’s Pike Place Market, the owners wanted a new name that would emphasize their ambiance over their address. They asked us to create something unique that expressed their insouciant style as well as the atmosphere of relaxation and serenity they were famous for. Serenza seemed to say it all.