Naming

A name is often the first thing people encounter and the last thing they remember.

It shapes perception, sets expectation, and becomes shorthand for everything a brand represents. Yet naming remains one of the hardest creative challenges to get right.

We often meet teams who have spent weeks generating lists, running polls, and testing favourites, only to discover that every option is taken, compromised, or lacking conviction. The process becomes subjective, rushed, and exhausting, driven more by elimination than belief.

At Justified, we make naming strategic. We combine linguistic craft with research and reasoning to create names that are distinctive, memorable, and viable. Our approach aligns creative expression with strategic clarity, ensuring every name has purpose, relevance, and long-term potential from day one.

What is Naming?

Naming defines how a brand introduces itself to the world. It is the bridge between strategy and identity, expressing who you are, what you do, and how you want to be perceived in a single word or phrase.

A strong name balances simplicity and meaning. It is creative without being confusing, distinctive without being forced, and flexible enough to work across audiences, languages, and contexts. Most importantly, it reflects the essence of the brand it represents.

We approach naming as both art and system. Through research, creative exploration, and validation, we develop names that stand out in market, carry story, and endure over time.

Our approach

We begin with clarity. Brand strategy, audience insight, and competitive context define the criteria a name must meet. From there, we explore multiple creative territories, testing descriptive, evocative, and abstract directions that align with positioning and tone.

Strong candidates are refined through evaluation and real-world consideration, ensuring they communicate clearly and feel authentic. Legal and linguistic screening then ensures names are viable to own and appropriate across markets. Final recommendations are presented with clear rationale, giving teams confidence not just in the name itself, but in why it works.

Case study: Finds

Finds is a video-first resale platform built for a new generation of shoppers. Rooted in discovery, individuality, and community, it reimagines second-hand fashion as expressive, aspirational, and social.

We partnered with Finds from the ground up, shaping strategy, naming, design, and product experience. The name captures the joy of discovery at the heart of the platform, reflecting a brand that feels dynamic, human, and driven by exploration.

What you gain

Naming defines identity at its simplest and most powerful. The right name captures meaning, evokes emotion, and builds recognition over time.

It communicates clearly from the first interaction, stands apart in crowded markets, and scales as the brand grows. Supported by research, rationale, and validation, it gives teams confidence and audiences something to believe in.

When naming is led by purpose, it stops being a guessing game. It becomes a strategic decision grounded in clarity, insight, and intent.