I've completed numerous Naming Projects, diving deep into a brand's vision and aspirations to conjure up more than 50 possible names. As we narrow down the options to a top 10, I craft compelling copy that captures why each name is a potential winner. This journey often leads me down fascinating online rabbit holes, exploring etymology, history, and whatever else catches my curiosity. The brand name sets the tone for the overall brand strategy and sets a newly formed project up for success.