Naming is really, really hard. Especially because most names are for startups, and most startups fail. Here are some names I’ve helped created for organizations that stuck around. But I’d be happy to tell you the stories behind some of my favorites that didn’t (like Revelry and Burnt Mouths Society).

A local manufacturer needed to launch a new product: sustainably harvested wood cladding that’s treated with heat, pressure, and eco-friendly chemicals to last for decades.

One of my faves. A cybersecurity company that sees what others miss. “Ghost scale” is a term used by animal trackers to refers to the smallest, subtlest kinds of tracks.

Mennonite Home Communities wanted a more fresher, more inclusive name.

Tools for Educators

Formerly known as DIBELS, Acadience combines “academic,” “science,” and “cadence” to suggest both rigor and rhythm.

Industrial Steam and Heating

United Energy Products Northeast—a manufacturers’ rep for commercial boilers and venting products—wanted a name that wasn’t such a mouthful.

Kitchen Remodeling

A local startup delivering fully custom kitchens with unusual speed.

Crypto ATM Network

When Coin Cloud came under new ownership, they needed to rebrand 4,000+ ATM locations, and wanted a name that sounded approachable, human, and stood out in a sea of coin puns.