NAMING
The challenge:
A NYC-based collective of seasoned brand strategists, designers, writers and thinkers wanted a name for their business that spoke to smart, actionable ideas.
The new name:
Why it works:
I set out to get a name that was short, distinctive yet able to convey the idea of active inspiration. IDEON met all the criteria, strongly suggesting “ideas on” at all times.
Owler Hook:
This name was sparked from the Greek concept,
eidos [ay-dos], meaning the ways we organize the
world around us. This was apt given the strategic lens “ideonistas” would bring to each challenge, as they repositioned a brand or redefined the underlying precepts it was founded on.
