Naming

Working in teams, I have helped two major brands through the process of naming major properties. Along the way, I have learned methodology applied by leading brands and top tier creative shops. Applying that methodology, I help create brand names and naming rationale.

Adidas: Strung

Naming this amplifying element of sports technology mixed a blend of technique, technical advantage, and several visits to the Adidas Labs in Germany.

Working with Adidas Brand Design, starting at the initial stages of product integration, I was a key part of this highly collaborative naming process.

DEXCOM

Dexcom made Superbowl waves by positioning their high tech, Glucose Monitoring System as a proactive lifestyle choice. Updating their technology for their 2024 brand, they sought a new name and brand identity that humanized this transition, creating an inspiring story for their loyal users.

Expanding beyond this core diabetic base, future plans positioned the brand amidst the high performance/health lifestyle market. Creating an identity that embraced both, I was a core team member in the naming and definition of Stelo, As lead writer on the project, I helped craft the brand voice, and wrote package copy for the pharmaceutical approval process.

Proprietary Tech for Sense

Sense is a rapidly developing technology, always in the process of upgrading. Devices today might be apps tomorrow. Hardware now could be software later. And partnerships with utility providers make the process a highly fluid reality.

Grounding that process with the strength of branded thinking, I proposed branded names and naming rationale for different elements of their proprietary technology.