We're two ADHD brains with 30 years of combined experience naming companies, products, and brands across SaaS, gaming, consumer, biotech, and AI.1
We see connections between things that have no business being connected. A 10th-century Danish king and your wireless earbuds. A Latin word for salt and your paycheck. A Nahuatl word for testicle and your breakfast toast.
That's not a creative exercise.
That's how we're wired.
We'd rename you too, if you'd let us.2
Words Matter. Yours will too.
Say HELLO! ->Everything has a name.
Not everything has the right one.3
Things we've named: The Eiffel Tower. Machu Picchu. Slovenia.
Nah, just kidding.
We've named a hospital. We've named a condominium. We've named a massage chain (we were also named in their criminal proceedings).4 We've named internal tech tools. And we've also named our neighbor's very annoying pet parrot.5
But confidentiality is very tight with us. We don't name our clients.
You wouldn't want others to think you didn't name your own baby, would you?
958 AD
King Harald Gormsson united the warring tribes of Denmark and Norway. He was known as "Blatand" - Bluetooth - likely because of a dead tooth that looked dark blue.
1,038 YEARS LATER
Engineers at Ericsson, Intel, and Nokia needed a name for a technology that would unite warring devices - phones, computers, headsets - under one wireless protocol.
An engineer named Jim Kardach was reading a historical novel about Scandinavian kings. He proposed "Bluetooth" as a temporary codename.
It stuck.
A dead king's dental problem became the reason your AirPods work.6
Words Matter. Yours will too.
Most people think naming is brainstorming in a room until something sounds good easy. We think naming is a seven-layer problem that most people only solve one layer of.
This is how we think. Every name we deliver has passed through all seven.
Words Matter. Yours will too.
How It Works
You tell us what needs a name.
We disappear into a rabbit hole your brain can't reach.
You get the name.
The DIY
Our seven-layer naming framework, plus an AI tool trained on how we think. It won't be as good as us. But it'll be better than brainstorming in a Slack channel.
$99
We Name It
The price depends on how much thinking needs to happen before the naming starts. We'll tell you where you fall after a short call.
$500 - $5,000
The Full Build
Positioning before naming. Because naming without strategy is just expensive guessing.9
$10,000+
The Baby
Yes, we name babies.10 Etymological research, cultural screening, a curated shortlist with the story behind every name. Because Braxtyn ages like milk.
$500
Tell us what needs naming.11
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