Cases / Selected names
Names people repeat without being asked.
- Client
- Selected names
- Category
- Naming and taglines
- Market
- Brazil, United States, UAE
- Naming
- Taglines
- LENS evaluation
Every name here went through the same process: a written discovery, a map of the names and sounds competitors already use, 10 to 15 candidates over two rounds, and LENS, my scoring system with 20 criteria and 100 points.
Names
- ObraTea for a filmmaker
Spanish and Portuguese for a body of work, and for the site where something is still being built. It frames the brand as made, not manufactured.
- NightBitesJoySpring, melatonin for kids
One small bite that belongs to the night. A parent gets it at a glance; a child repeats it without thinking.
- BriaJoySpring, teen line
It carries the brain inside it, and the quiet strength of a Celtic name meaning strong and noble. Easy to say, easy to remember.
- KabFintech, credit
Three letters, one syllable. The /k/ opens with authority, the open /a/ brings warmth, the /b/ closes firm. Out loud, it sounds like “cabe”: it fits.
- BeeFintech, benefits
A hive of companies and people doing better together. Warm enough for employees, serious enough for finance.
- B2RiseSAP and AI, global
The B2 opening mirrors the B2B model; Rise closes with upward movement. Registered, with the .com secured.
- LetronElectronics retail
The soft /l/ makes technology feel approachable, and -tron borrows from electron. Six letters, room to grow beyond one category.
- GliptoCybersecurity, US, Brazil, Portugal, UAE
A coined name with a hard, precise sound for a global security company, short enough for every market it operates in.
- NectusMental health, group therapy
Connect plus us. Healing through human connection, with a quiet echo of nexus, the place where people meet.
- NeilaBeauty and wellness
Faith, strength and elegance in five letters that flow in English, Spanish and French.
LENS
Linguistic
Pronunciation, memory, spelling and what the sounds themselves suggest.
Emotional
What the name makes the right audience feel, beyond the people who chose it.
Negotium
Fit with the business, room to grow, brand architecture and differentiation.
Safeguard
Trademark, domains, handles, pronunciation abroad and cultural connotations.
Twenty criteria. A hundred points. A clear verdict.
Taglines
- “Love tastes like this.”D'Amora Patisserie, Dubai
- “Easy for your company. Flexible for you.”Bee Benefits
- “Raise the value of your corporate solutions.”B2Rise
- “High-level security.”Glipto
- “Every day is a day to live well.”Hippo
- “Connecting minds and people.”Nectus
From the work
Visual identity by design partners, from Alessandra’s strategy and brief.