PS212 Naming & Branding

For PS212 Naming & Branding

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Overview

$10,000+

Min Project Size

2 - 9

Employees

2008

Year Founded

ABOUT PS212 NAMING & BRANDING

We specialize in naming.

We are a naming agency that creates names for products, companies, and more for well-known brands, ranging from start-ups to Fortune 50 companies and everything in between. Being a successful namer requires more than just creativity; it also demands strategic thinking. This involves being skilled in portfolio strategy, brand architecture, and relevant language, as sometimes the best choice is to have no name at all. Having worked at major agencies, we understand the limitations of standard processes and one-size-fits-all models. Instead, we prefer to foster a close, family-like partnership with our clients, allowing us to understand their unique needs and develop tailored approaches that truly benefit them.

Languages Spoken

English

HIGHLIGHTS

$10,000+

Min Project Size

2 - 9

Employees

2008

Year Founded

Services

Focus

Industries

Clients

Services Provided

40% Brand Identity Design

60% Brand Guidelines Development

About the Team

OUR STORY

Founded in a New York City classroom, our company embodies a problem-solving ethos that shapes our approach to every project. Drawing on experience from major agencies, we've seen how conventional, all-encompassing models can fall short. Instead, we foster a focused, close-knit partnership with our clients, taking the time to understand their unique needs and craft tailored solutions. Our dedicated team, led by founding and senior partners alongside naming strategists, collaborates closely to deliver customized strategies that truly fit each client. We are eager to connect and explore how we can support your goals through our personalized, expert approach.

Portfolio

Tapestry

Unknown

Company Naming The parent organization Coach Inc. acquired Stuart Weitzman and Kate Spade and aimed to unite more iconic American fashion brands. The executive team decided to retain the Coach name solely for consumer branding and to adopt a new name for the holding company. This change would allow the holding company to communicate more effectively and equitably with employees across its existing and future brands. Additionally, a new name would help convey its updated acquisition strategy to Wall Street and the media. We suggested the name Tapestry. Tapestries symbolize some of the most intricate and beautiful artworks worldwide. As the new name for the holding company, it represents the integration of various cultures and brands (including the recent addition of Michael Kors) woven together by shared values of integrity.

Waymo One

Unknown

Service Naming and Supportive Language We developed the name "Waymo One" for the very first autonomous ride-sharing application. Waymo requested our assistance in creating supportive text to help users feel more comfortable with the driverless experience.

GE Versana

Unknown

GE HealthCare requested our assistance in developing a name for a new ultrasound device after another agency was unable to meet their needs. We came up with the name Versana, which loosely means 'true health.' Our process encompassed name exploration, linguistic assessments of chosen candidates, Cultural Sensitivity Analysis™, and comprehensive global naming research.

7 more projects