Naming is the hardest small thing in branding. A name is short, permanent, and carries enormous weight — so we treat it as a process, not a flash of inspiration.
From brief to shortlist
Good names come from constraints, not from staring at a thesaurus.
- Write a tight brief: meaning, tone, what to avoid.
- Generate widely across territories — descriptive, abstract, coined.
- Filter hard on sound, bilingual readability, and availability.
A name worth keeping survives three tests: say it, spell it, and search it.
The unglamorous part
Legal and linguistic checks kill more names than taste does — especially across Arabic and English. We screen early so we don't fall for a name we can't actually use.
The result isn't the cleverest word. It's the right one — and one the client can stand behind for years.