The Name Game

The practice of naming is riddled with paradoxes and challenges, but punctuated by moments of real fun for those of us who enjoy the craft of language and the art of wordplay. In this essay for Athletics, the Brooklyn-based creative studio where I served as Senior Strategist, I explored the principles and process behind successful naming projects, and examined how we applied them during the renaming of The New Food Economy (now The Counter).

Read the full piece here