#verbal identity
6 pieces filed under “verbal identity”.
Naming a company: our process from blank page to trademark
One naming engagement, told end to end: the brief that framed it, the 340 candidates, the screening gauntlet, and how 'Meridian' survived to become the name.
Brand voice that survives the handover: writing guidelines people use
Most voice guidelines die at handover to a busy marketing team. The fix: decide who's protecting the voice, write for the rushed reader, and test in 15 minutes.
When the founder IS the brand (and when to stop)
Founder-led brands convert brilliantly and scale terribly. How to harvest founder voice into systems, manage the handover, and spot personality gone toxic.
Naming across borders: the checks that save you later
A name that sings in Sydney can stink in Singapore. Linguistic screens, trademark classes, domain realities and the false friends that kill product names.
Voice charts: making tone teachable
Adjective lists don't teach tone; charts do. How we build voice guidelines that survive handover: axis sliders, rewrite tables, error-state voice and real-copy audits.
Naming: our field guide from brainstorm to trademark check
Naming is a funnel, not a lightning strike. Our studio workflow: brief axes, generation volumes, screening and pronunciation tests, and committee-proof presentations.