Naming: an agency and an academic writing company
Name options for a digital agency (2022) and .com name research for an academic writing company (2017).
The brief
1The client
A founder launching a digital services agency (2022), and a company in academic writing services (2017).
The agency founder wanted a name based on who they are. The academic writing company had to keep one word in the name: "papers".
2The ask
Name options with the reasoning behind them. For the writing company, .com domains that were available to register.
3Written for
The founders themselves.
4What I delivered
For the agency: an association map, five metaphor territories and four name options. For the writing company: 30 available .com names in three sets, with my top three picks and why.
Name territories, candidates, .com research
2 pieces, as delivered
Why it works 3 notes
- Starts from the founder's words
I ask for associations, not adjectives. Every agency name option comes from a word the founder gave me.
- Themes before names
I grouped the associations into five metaphor territories, so the client picks a direction before choosing between names.
- Ends with a recommendation
The list of 30 available domains ends with my top three picks and the reason for each, so the client doesn't have to sort through it alone.
About this sample
As delivered. Domain availability was checked on the delivery date in 2017.
Written by Edvin Mulalic for two private founders, 2017 & 2022
Listen
The client's own words about the company, collected before any names were written.
Genuinity, Honesty, Trustworthiness, The Best, Professional, Expert, Dedication, Obsession, Kindness, Culture, Controlled Power, Open-mindedness, Introversion, Originality, Creativity, High-end, Premium, Warrior Gardener, Fair, Nature, Privacy, Respectfulness
Clean, Clear, Simple, Straightforward, Powerful, Know-how, Minimalist, Elegant, Original, Brave
Star Trek, Harry Potter, Lord of the Rings, Islam, Alan Watts, Stoicism, Mysticism, Eastern Culture, Spirituality, Science
Territories
Five themes that came up most often in the client's words, each used as a starting point for names.
Names
Skills for Sale - to be sold passionately.
Domain availability depends on preferred TLD. Trademark check and cultural references need checking before final decision.
Every name on this list comes from a word or idea the client gave me in the first step.
Written by Edvin Mulalic for two private founders, 2017 & 2022
The older of my two naming samples. The constraint was narrow on purpose: the client wanted “papers” in the name, so the work was to find where a good name could still live inside that word.
Constraint
All proposals available for purchase with a .com domain - 28 Jan 2017. The keyword was fixed by the client; position within the name was not.
Recommendation
Each set has a first and second pick, with the reason for each.
My personal favourite. Got a really nice ring to it, very memorable and also shines with authority. “ProudPapers.com” is my second favourite.
Out of the second list, where “papers” is set first - rolls off the tongue very nicely, very memorable and an AWESOME brand name!
From the third set. Got a really nice sound to it, and similar to my other favourites, it's memorable, and provides a concise brand name. “PaperEnterprise.com” is my second favourite from this list.
Kind regards, Edvin M.
Availability was verified for .com on the delivery date only. Trademark clearance and cultural checks are a separate step and were not part of this brief.
The client required the word "papers" in the name. I grouped the options by what each name says about the company, then ranked them with a recommendation.
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