The art and science of naming

Naming is one of the most powerful and underestimated tools a brand has. A great name isn’t just a label; it’s an idea, an anchor, and an invitation. It holds the potential to tell a story, signal ambition, and build instant brand recognition. Naming’s something we’ve fine-tuned over the years, working with a mix of industries and audiences along the way.

But naming well is not easy. Behind every confident, elegant brand name lies hours of research, collaboration and problem-solving. Trademark conflicts, domain availability, cultural nuances and linguistic checks are just some of the challenges we navigate to ensure our clients land on a name they can own with confidence.

Louise Thomas, Head of Naming at Creatik, explains: “Every word counts. Naming is about finding the right words for your brand, distilling complex ideas down into one or two powerful words. It reminds me of a great quote I read: ‘If you can’t explain it simply, you don’t understand it well enough.’ And that’s what we’re trying to do when coming up with a new name. Constant editing. Stripping away everything unnecessary until what’s left feels inevitable and right.”

Recently, we’ve partnered with clients to create names that do more than just fit the brief, they shape perception and inspire trust:

NewNorth
A bold name for a new breed of regulatory economists. The concept draws inspiration from the North Star, long regarded as a fixed point of guidance in a constantly shifting sky. NewNorth represents stability, leadership and expertise; a name designed to resonate with clients navigating an ever-changing regulatory landscape. This is one of our studio favorites and has scooped up several awards for the naming and brand design. View the case study.

TripSim (Sydney Airport)
A consumer-facing product offering affordable international eSIM data roaming. The name had to be simple, intuitive and global. TripSim does exactly what it says: it simplifies travel connectivity, blending “trip” and “SIM” into a word that feels familiar and trustworthy. The name and brand design have received multiple awards. View the case study.

Crosscheck (Sydney Airport)
An operational app that acts as the single source of truth for all the complex logistics of airport operations. The name suggests precision, accuracy and reliability, perfect for a tool designed to help teams stay on track and aligned.

These examples show how successful brand naming combines creativity with commercial rigour. Every name we propose goes through stringent availability screening, domain checks and trademark reviews to help avoid the costly mistakes of rebranding or legal disputes down the track.

Naming is part art, part science, and all strategy. If you’re thinking about naming, or renaming, we’d love to help you explore the possibilities.