Made in Texas.
Studied back East.
Grown by Portland.
Died in Phoenix.
Reborn at Breck.
Became in Chicago.
Studied back East.
Grown by Portland.
Died in Phoenix.
Reborn at Breck.
Became in Chicago.
Naming
Q: What’s in a name?
A: Everything.
From P2P payment platforms and proprietary methodologies to signature cocktails and wholly new companies, I’ve gotten the opportunity to name all sorts of things, refining my approach in the process. Language and the lived experiences and connotations we bring to the table can be tough to navigate, but with the right name, you’re bound to go far.
Working with leaders in retail, beauty, cannabis, and hospitality to introduce their brands to the world, I’ve been able to apply blue sky thinking to unearth the most fertile territory. The resulting names strike the right balance between anything’s possible and everything’s been done before.
Pick the winningest name in 4 easy steps.
- Engage a diverse discovery cohort to avoid lost-in-translation landmines. By casting a wider net, you’ll hear the new slang and learn of some words’ more obscure connotations.
- Audit the landscape and competition thoroughly, not to mention all the trademark and copyright filings, to ensure you find your very own slice of the pie.
- Conduct as many stakeholder interviews as you can muster. A solid buy-in increases adoption, promotes stewardship, and eases any transition process.
- Choose something that is easy to say, spell, and remember, unless your name isn’t—in which case you’d better have the most epic story, an astonishing new product, or really big huevos.
Monark
Brand Book, Lookbook, Website, Social, Advertising
Copywriting, Brand Strategy, Media Planning, Account Management, Social Activation
With the acquisition of three thriving distributors of premium home appliances, Sears needed to reconcile the family of brands to maximize a coast-to-coast market opportunity. I co-designed and co-facilitated a custom audience and industry research program that informed the foundational strategy and key brand recommendations for consolidation. The “go big, once” approach to expansion and growth involved launch, transition, and adoption plans to ensure alignment of teams across more than a dozen showrooms. I conducted stakeholder interviews and on-site visits to gather insights on the processes, materials, and tools that would best support teams, clients, and partners. I concepted and wrote a brand book for launch and a subsequent lookbook that showcased the Monark home as a way of life.
Why Monark?
Speaking to luxury without using the word itself, the name conveys the idea of high-end and highness (as in the monarchy). The prefix mon-, which means “one”, points to unification and the new brand’s singularity while the use of "k" instead of the traditional "ch" differentiates the company’s leadership in kitchens.
Archer
Guest Experience, Website, Advertising, Ephemera
Copywriting, Account Management, Social Activation
Hospitality developer LodgeWorks had a clear mandate when launching their newest boutique hotel in NYC: build a destination brand—from the man up. But who was this nameless and faceless figure and how could an entire hotel much less a whole hotel chain revolve around him? For me, Archer is a curator, a consummate host, and a well-heeled, well-traveled patron who enjoys life’s finer things—from New York to Napa.
To help launch the boutique brand, Archer got an identity system that could scale and translate across new locations, reflecting an upscale look while allowing space for local touches. I created the brand narrative and brand voice guidelines, as well as messaging for everything else a hotel needs to operate. The invitation to join Archer’s inner circle was true to his warmth —the brand design’s confident elegance punctuated by a brand persona that exudes wit, charm, and casual cool. A comprehensive marketing strategy spanning digital, print, and social targeted industry insiders, neighborhood partners, and affluent travelers. The brand has since grown to include eight locations across the U.S.