Descriptive (but they also want it “cool”)


Creating a new website publishing platform is a challenge. It needs to be clear and trustworthy for users and imply the benefits (speed and improvement) in an exciting way for publishers.

Accelerated Mobile Pages is a descriptive name, putting the benefits of speed and mobile-friendliness front and center, with a fun and memorable acronym built right in that also implies the benefits.

Making new tech at home in yards


This geothermal innovator wanted to make the heating and cooling technology, familiar in Europe but relatively unknown in the US, feel friendly, natural, and welcome in American homes.

Inspired by the company’s unique drilling, straight downward like a dandelion’s tap root, the name aims to feel familiar and comfortable year round.