About the work

A closer look.

One thing that doesn't have its name yet. A character. A project. A business. A pet. A street in a story. A feeling you can't say straight. Send me what it is and what it has to hold: who it's for, what it does, what it must never sound like. Two lines is enough to start. I send back one name, and a short page on why that one and what I threw out. Not a list of ten for you to choose from; choosing is my job. First look is free: I tell you whether a name is there before you pay. If I can't land one better than what you already have, I say so and you pay nothing. I named my own second shape when nothing else fit. I know the difference between a name that works and one that's just there.