Developed and led a repeatable naming process that balances emotional storytelling with commercial clarity across heritage and value-driven brands.
Naming is often treated as a subjective or last-step decision, but across artist-driven brands and national retail environments, I saw the need for a clearer, more intentional approach that could scale, build alignment, and support long-term brand growth.
What I Led
Researched the competitive landscape to understand naming patterns, saturation, and white space
Mapped tone of voice to ensure names aligned with brand positioning and customer expectations
Led word brainstorming to generate names rooted in emotion, meaning, and product intent
Developed name qualifiers and paired them with potential names to test clarity, tone, and scalability
Pressure-tested names across retail, digital, packaging, and storytelling contexts
Results
Named new Willow Tree™ sculptures rooted in emotional connection and the expressive gesture of each piece
Helped establish Kindly, DEMDACO’s value-driven brand, with a name that felt warm, accessible, and appropriate for national retail
Created a naming process that improved internal alignment and reduced subjective debate
Delivered names that supported both brand storytelling and commercial performance
Good names don’t try to say everything. They create enough meaning for people to bring their own.