Naming makes the difference

Before a name emerges, we first seek out the world in which it will eventually live. Using mood boards, we build framework of imagery, moods, pace and associations that makes it tangible which way a project might lean linguistically. One that world is clear, the choice of words begins to fall into place.

This step was particualarly central for LAMEDICA. The name needed to convey a medical precision while simultaneously symbolizing a modern image of women’s medicine. It was precisely from this contextual world that the name was later able to gain its sharpness.

In conversations, it quickly becomes clear what keeps resurfacing and where something suddenly gains substance. That is exactly where we listen closely. A name should roll off the tongue easily and yet carry weight, so that it works just as well in conversation as it does in a website or in a recommendation.

For Thom Orgler, the strength lay precisely in this concentration. The name was intended to bundle personality, craftsmanship and a new chapter, directly and without unnecessary overhead.

Getting to know you leaves traces that become our raw material. Small observations evolve into chains of association, these chains turn into word fields and from there, the first naming directions emerge. We pay close attention to whether a word immediately evokes a mood or makes a scene flash before your eyes or if the imagination remains blank once it is spoken out loud.

For Viertel Group this was exactly the deciding factor. The name had to do more than just label a business. It needed to embody a sense of belonging, everyday life, human encounters and an entire lifestyle. From this core idea, not only did Viertel Bier emerge but a whole brand world that finds its origin in the name itself.

Some names open up a space, while others condense a theme. Some act directly, others only reveal their depth upon second glance. What they all share is that they grow out of context, language, presence and a precise intuition for what a project wants to convey at its core.

CO,OL (coolcommanull) is a prime example of this. The name shifts the conversation around alcohol-free periods away from a logic of “sacrifice” and turns it into something independent, light and contemporary. Precisely because it catches on instantly in sound and continues to resonate in the mind, it was able to become the overarching bracket for the campaign.