Naming Work

Naming is where strategy meets instinct, and where I’ve spent much of my career. I’ve helped tech giants, retail innovators, B2B platforms, and consumer brands find names that are clear, memorable, and built to last.

Below is a selection of naming work I’m proud to have been a part of: companies, products, programs, features, and full naming systems that solve real business problems while sounding great in the wild.

Lucid Motors

Naming the electric car designer that further reimagines the driving experience (formerly Atieva). Creative Direction: Lexicon Branding

Visible Wireless

Naming Verizon’s simpler, more affordable data plan. Creative Direction: Lexicon Branding

Momentive

Creating the parent brand of SurveyMonkey to better serve the enterprise. Creative Direction: Material

Oleria

Branding a cybersecurity startup that adapts to your organization and sets your business free. Creative Direction: Northbound

Fellow Drops

Naming a text-to-order, curated coffee subscription service from Fellow.

Signify

Renaming the world leader in connected LED lighting systems, software and services (formerly Philips Lighting). Creative Direction: Lexicon Branding

New Balance FuelCell

Naming a nitrogen-infused foam that delivers long-lasting comfort and performance. Creative Direction: Lexicon Branding

Cerence

Naming the automotive AI spin-out of Nuance Communications, inventors of Siri. Creative Direction: Salt Branding

Glyph

Naming the first whiskey made from the molecule up, using 94% less water and 92% less land. Creative Direction: Lexicon Branding

Lightcurve

Renaming the provider delivering rock-solid connectivity to the Pacific Northwest for over 100 years. Creative Direction: Northbound

Gillette Treo

Naming the first razor designed for assisted shaving. Creative Direction: Lexicon Branding

Plenaire

Naming an ethical and sustainable UK made skincare brand after the French painting style. Creative Direction: Lexicon Branding

Terraline Trucks

Naming the most advanced zero emission, battery-electric, heavy truck ever created. Creative Direction: Studio Mococo

Neon

Naming the open-source database company bringing serverless architecture to Postgres. (Acquired by Databricks in 2025)