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I've been obsessed with 1 name for the past 2 weeks. No, I didn't fall madly in love, or become a top fan. I became a namer for a new brand:

Brand naming is an opportunity as rare as it is fun. Unlike visual identity elements like logos or symbols, verbal elements are way way harder to change later. Way way. Especially the name. So to find one that lasts, we first had to dive deep into their strategy:

Why do they exist? What can only they claim? What can no other brand copy? These advantages were then expanded into tens of associated keywords, translated into 12 unique brand names, and filtered down to the 4 best options: