Creating brand names and naming systems that work hard.

Your name is your brand’s most valuable asset.

It’s the part of your brand that gets used the most, spoken the most, and remembered the longest. A great name builds recognition,
trust, and loyalty, staying with your audience long after any campaign or product lifecycle.

Make sure yours stands out.

Naming work

  • Lucid Motors

    Naming the electric car designer that further reimagines the driving experience (formerly Atieva).

  • Visible Wireless

    Naming Verizon’s simpler, more affordable data plan.

  • Momentive

    Creating the parent brand of SurveyMonkey to better serve the enterprise.

  • Oleria

    Branding a cybersecurity startup that adapts to your organization and sets your business free.

  • Fellow Drops

    Naming a text-to-order, curated coffee subscription service from Fellow.

  • Signify

    Renaming the world leader in connected LED lighting systems, software and services (formerly Philips Lighting).

  • New Balance FuelCell

    Naming a nitrogen-infused foam that delivers long-lasting comfort and performance.

  • Cerence

    Naming the automotive AI spin-out of Nuance Communications, inventors of Siri.

  • Glyph

    Naming the first whiskey made from the molecule up, using 94% less water and 92% less land.

  • Lightcurve

    Naming the provider delivering rock-solid connectivity to the Pacific Northwest for over 100 years.

  • Gillette Treo

    Naming the first razor designed for assisted shaving.

  • Plenaire

    Naming an ethical and sustainable UK made skincare brand after the French painting style.

  • Terraline Trucks

    Naming the most advanced zero emission, battery-electric, heavy truck ever created.

  • Neon

    Naming the open-source database company bringing serverless architecture to Postgres.

About me

I’m Eric Jackson, and I’ve been naming things for a decade. I currently serve as the Naming Director at Northbound, both managing a team of namers and also rolling up my sleeves to create thousands of names.

I’ve worked with startups building a brand from scratch as well as Fortune 50 companies with wildly complex portfolios.

Read more

Naming & brand services

  • Whether you’re launching a new brand or introducing a product or service, the right name sets the tone for success. I specialize in crafting names that are distinct, memorable, and aligned with your vision.

  • Need a name fast? A naming sprint can work for teams who want to collaborate and generate name ideas quickly. In these live, focused workshops, I guide your team through brainstorming techniques and real-time feedback, helping you land on a shortlist of strong name contenders in just a couple hours. Ideal for fast-paced projects or when you’re looking for a fresh perspective on naming challenges.

  • As your business grows, so does the complexity of managing multiple brands, products, or services. I can help you create cohesive naming systems that scale with you, ensuring consistency across your portfolio. From families of products to sub-brands, this structured approach keeps everything organized, intuitive, and easy to navigate.

  • Building a brand from scratch and moving quickly? I can help you think through and create the essential pieces of a brand (name, logo, colors, typography, imagery, story) to get you up and running fast.

Say hi!

Interested in working together? Fill out some info and I’ll be in touch shortly. Can’t wait to hear from you! 🚀