A name has three jobs. It must be easy to say, hard to forget and free to use. Most shortlists fail the third test long before anyone falls in love.

We start wide, with hundreds of options sorted into routes: descriptive, invented, borrowed, playful. Then we cut hard.

Say it out loud

Every finalist gets read aloud on a phone call and spelled over the phone. If people ask how to write it, it goes.

Check before you love

Trademarks, domains and social handles get checked before a name reaches the client. Nothing hurts more than a perfect name that belongs to someone else.