Naming

Name and brand a new pickleball venue at the height of the post-quarantine pickleball gold rush.

Pickleball brands were exploding everywhere, and most of them were named something involving game terms like 'dink,' 'banger' or 'kitchen.' We skipped the low-hanging fruit and chose the emotional truth.

good bounce. An idiom that works nicely as a brand philosophy. That feeling you get when things are going your way.

Name a traditional retail pharmacy looking to pivot into the emerging direct-to-consumer, mail-order prescription space.

The leaders in the category had simple names and massive advertising budgets. The focus was to strike a balance between memorable and simple enough to fit the conventions of the emerging category without being a copycat brand.

GoGoMeds. A high-energy, rhythmic name that conveys the benefit in an oblique way that's easy to remember and, according the owner, had a "good mouthfeel." Free mascot idea: Gilgamesh — or Gargamel.

Name a music therapy program that helped residents living with dementia connect with the past — and present — through music.

We wanted to avoid cliches or names that diminished the dignity of the approach, while capturing the philosophy behind it. The key was finding a connection between music and how it can benefit people living with dementia.

Legato. A musical term for notes tied together smoothly without pause. An elegant metaphor for memory, continuity and the uninterrupted emotional thread music creates across a lifetime.