Instead, I begin every naming project by determining what the organisation seeks to achieve and the landscape within which it operates (brand articulation). It’s important for writers and designers to work together on naming and creative articulation. This is because it is not always possible to capture the richness of a brand’s personality in words alone – the greatest impact is achieved when combined with visual elements (typography, colour, symbols).
 

My process involves a structured use of brainstorming techniques to ensure all strategic options and avenues are investigated. Options will include the exploration of naming routes (abstract vs literal, emotional vs rational), structures (short form vs long form) and straplines. A process of validation and IP checking follows as well as, critically, URL availability.