Naming Case Studies

Noam

Articulating a complicated technology in a friendly way.

Brand Naming, Proprietary Naming Processes

  • A couple engineers at IDEO had an idea to build a prototyping platform. Only, they couldn’t agree on a name. I was brought in to help.

  • To truly understand this new tech, I truly listened to the engineers and their vision for the platform, understanding their goals, vision, and why this new platform was special.

    In one morning, I created several namestorming strategies in order to provide the team with a structure to ideate.

  • Hundreds of names were generated, and one was chosen, based on an idea I had during our session.

    I knew the technology had to be able to speak multiple languages. With the great linguist Noam Chomsky as inspiration, Noam was born!

  • • Repeatable naming process for IDEO projects that the company still uses to this day

    • Structure and strategy around what is typically a messy process

    • One great name!

Zatar by Zebra

Creating an Internet of Things brand under the umbrella of a company known for hardware

Brand Story, Naming, Brand Strategy, Content strategy, Tech

  • Zebra, traditionally a hardware company known for their printers, needed to create an open source device tracking platform.

    The idea was a twinkle in the company’s eyes, and they needed a team to bring it to life.

  • We created an entire user-friendly technology platform for an enterprise level company. This cloud-based Internet of Things cloud service would help many disparate devices speak the same language.

    The goal was to create a brand aimed at developers but that spoke in a voice understandable by the layman. We brought this new offering to life, giving it a name, an interface, consumer-like branding, and a website.

    The end result was a successful, usable platform and an approachable, fully functional website.

    • A new robust product and service offering for the company

    • A new-found audience of developers to connect with and grow

    • An expansion of innovation for the company and client team

  • • A brand for this new offering, one that could stand on its own apart from the existing Zebra brand but still live under the larger company umbrella

    • A brand name that was intriguing and interesting to both laypeople and developers

    • From-scratch content strategy and copywriting for a viable, working user platform

    • Thorough content strategy and copywriting for public-facing website

    • Pioneered a tested naming development process that IDEO and The Story Shoppe utilizes to this day

    • Developed and implemented a subsequent name for the platform in close collaboration with the client team

Handled IT Partners

Bringing an IT company’s outdated presence into the modern age

Brand Strategy, Naming, Creative Direction, Business Coaching

  • The CEO of Solve My PC originally came to me with the desire to have an updated name. But what they ended up with was so much more than that. Of course I gave them a name that fit the character of the team, but we also developed a brand, presence, and content that helped successfully launch this new name into the world.

  • The company team had differing ideas about what made a great name, and it was up to me to bring everyone together.

    We began with research, then moved onto a brand workshop so that everyone could share their unique perspective on the company.

    We also talked to past clients from various arenas in order to create a common, unified story about the brand.

    • A brand name that fit the culture, experience, and professionalism of this hardworking IT team

    • A team more motivated than ever to live up to the story and standards we created together

    • A brand story that continues to provide value and consistency to this day

  • • Crafted a clearly defined Value Proposition, Purpose Statement, and Foundational Brand Story

    • Created a Brand Name that brought the company into the modern era, and that represented the hands-on approach of the IT team

    • Continued the good work with the team for 2 years after project completion in order to help the team implement and embody the brand, guiding the team through the naming and identity transformation

Hello Greenlight

Developing a healthcare service brand for underserved young people, with the input of young people

Brand Strategy, Naming, Storytelling, Copywriting, Research, Nonprofit

  • We created a brand and service offering from scratch that that would provide solid, trustworthy information to young people seeking sexual health services in the Chicago area.

    We created an accessible and comfortable place for young people in order to help them feel confident in their healthcare decisions.

  • We utilized the human-centered design process throughout the project. This means we creatively prototyped and problem-solved using the input of Chicago-area young people in order to identify their needs and challenges.

    In addition to working with young people, we also closely worked with and continuously interviewed and gathered input from healthcare providers, because providers administer the day-to-day implementation of many components of Hello Greenlight.

    • A brand name that reflected the tone and spirit of the service that we designed

    • A service offering and brand that directly speaks to the unique needs of the communities it serves

    • An inherent understanding of how best to serve and connect with the audience that Hello Greenlight serves

    • A consistent brand and story that everyone from inside and outside the organization can stand behind

    • Capacity building and education for the University of Chicago Ci3 innovation lab team on branding principles and concepts

  • • A brand name that was friendly, accessible, and resonated with young people, with the input of young people and the idea of consent

    • A brand story that worked across audiences and media

    • Youth-facing sexual healthcare awareness materials and experiences including printed posters and brochures

    • A youth-facing website tailored to the needs of young people on the South and West sides of Chicago

    • A provider-facing website, posters, and communication materials tailored to the needs of sexual healthcare providers throughout Chicago

contraceptive model by Hello Greenlight service health initiative the story shoppe case studies