Design for Business- naming my creative business

Prior to coming up with an appropriate name for my creative business, firstly the aims and values of the business must be established. What are the core values of the company and what way should it be perceived by the public?

In response to this, the following adjectives were complied to synopsis the desired company image:

• Young


• Innovative


• Experimental


• Cutting edge


• High-end


• Clever


• Lean/ Cost efficient


• Reliable


• Trustworthy


• A breath of fresh air

Following a brainstorming session, the following shortlist of names was established. The aim was to keep the name short and snappy, to evoke the feeling of immediacy and a sense of efficiency.

1. spark!


2. fresh


3. ignition


4. engage


5. raw


6. zest


7. evoke


8. immerse


9. breathe


10. fresh


11. úr (Gaelic for 'fresh')


12. x

This list was further narrowed down to three options:

1. úr
   Short and intriguing,  this Gaelic translation of 'fresh' is a name that could work well visually as well as verbally. However, the fada may lead to confusion for non-Irish speakers.


2. zest
   Again, a short and snappy name that evokes energy and youth. Downsides are that this name may come across as inexperienced.


3. x
   Simply a single letter, this name evokes curiosity and ambiguity. What is 'x'? What is the variable that 'x' stands for? However, the ambiguity could come across as pretentious.