Start with the business, then the words
We define the audience, promise, category and ambitions before generating candidates. A descriptive name can explain a new business quickly; an evocative name can leave room for a broader offer. The brief records that choice, the tone and any words or associations to avoid.
A shortlist you can discuss
The scope can include naming territories, candidate development, pronunciation and spelling exercises, a reasoned shortlist and examples in a website header, email address and spoken introduction. We compare names using the same criteria so the loudest opinion does not become the entire decision.
From a chosen name to a public identity
Before adoption, agree who will review availability and trademark questions in the relevant markets. A domain search alone cannot settle those questions. We then connect the approved name to the website’s language and visual direction. A medio tono is a Dardo project that includes naming, web design, development and SEO.