Helping clients come up with a name for a new brand is always an honour. And massively stressful. But the naming project we undertook for Emyria is the exception that proves the ‘stressful’ rule.
A methodology that saves time, money and your sanity.
Over the years, we’ve established a pretty lean naming methodology. It’s a collaborative methodology whereby our copywriters provide a neat little process and a whole heap of creative inspiration, sprinkled with a pinch of IP knowledge.
And crucially, it’s a process that turns a challenge that can chew through tens or even hundreds of thousands of dollars into something that makes clients (and their accountants) happy.
We got the usual name-generation jitters.
When our friends at Creative Mojo asked us to help come up with a new name for Emerald Clinics – a Perth-based proof-of-concept clinical care and research business – it was a project that filled us with the usual mix of excitement and trepidation.
Why trepidation?
Partly because, as always, there was a lot riding on getting the name right.
Partly because we had a lot of positioning and messaging work to do. We had to reposition the organisation, evolving from a local clinical business specialising in cannabinoid therapies and research to a multinational applying their novel data-driven research approach to any and every condition, disease, treatment or therapy.
And partly because the brief was something of a straitjacket. Emerald had already been listed on the ASX with the ticker ‘EMD’, so we had to find an evocative, memorable name that included the letters E, M and, ideally, D.
Straitjacket? What straitjacket?
As it turned out, one of the names our copywriters suggested at our first name-storming session – Emyriad – caught everyone’s attention.
It contained E, M and D. It had a suitably soft, warm and welcoming sound. It was apparently free of any IP conflicts. It had some etymological weight – it was derived from ‘myriad’, a key theme in our messaging for the new brand (relating to the myriad data behind the company’s innovative work). And crucially, and unusually, pretty much everyone liked it.
The only bone of contention? There was a feeling that the ‘d’ sound on the end of the name felt wrong. It jarred. It felt a little too abrupt. And so, at the client’s suggestion, we dropped the ‘d’.
And that was that. A few more IP checks later and the client had a new name and the foundation for a new global brand, messaging, website and more.
Read more about the Emyria name and brandmark.
Check out some of the other brands our copywriters have helped name. Or, if you have a naming project in the pipeline, contact our copywriters in Perth and pick our brains.