Accelerated Branding and Ideation.

A Few Thoughts...

Spring Flowers (or Flours)

As I write this (late March), I'm lucky to have a couple of name development projects on my plate. I love the naming process - it's both fun and a serious challenge (and don't get me started on REnaming - think "having to rename your child.").

As with any branding or design project there are the tight timelines, the client bias (for or against a particular naming convention), the scramble for an appropriate url, the held-out hope for lightning to strike (by nature, rare), and my own desire to fall in love with the name (see also:  lightning strikes).

But I love the challenge. I always believe I can create or assign or conjure or invent or... or... a name that will check all the boxes in the creative brief, elicit ear-to-ear client grins and generally cause the world to stand and applaud. If you think about the evolution of marketing-oriented writing in broad strokes, from the long-form brochure, to the radio/tv spot, to the promotional video, to the blog post, to the social media update, to the tweet - it is an ever-narrowing funnel. Saying more, or at least as much, with less. Naming is a puzzle to be solved.

In that way, The Name is the ultimate challenge. Usually just one word being asked to do some very heavy lifting. Sometimes with the support of a tagline, sometimes not (more on that later). This is also one of those creative challenges that can never fully be set aside. It lurks in the back of my mind when I'm supposed to be focused on some other important task.

In the world of "how does creativity work?" this is an oft-cited dynamic. Turning attention away from a problem, so it can marinate in the unconscious mind, sometimes leads to new ideas if not actual epiphanies.

Either way, working within these tight parameters is a place that doesn't so much feel like work. It can be delightful. And it gives me a huge appreciation for businesses that launch with compelling names. Whatever industry you work in, I think one occasionally happens upon work that makes you say, "I wish I'd come up with that."

And so it was for me tha other day as I was walking through the Ballard Farmer's Market and came upon a new stall. A baker specializing in gluten-free pastries and such. I love the double-entendre (or is it a triple?) and the relative risk / risque nature of it, and there's also a certain Jane Austen old-fashionedness inherent in the expression. They told me they came up with it on their own over a bottle of wine. Good for them. I could imagine this naming being a challenge to "sell in" to a client.

It just so happens, their stall was positioned a mere 10 steps from one of my favorite bakeries:  Fresh Flours. Inspiration can come from anywhere.


Click on the image to visit their site.