NameGirl

03/15/2026

ZipCare Urgent Care Case Study

Thank you to IP attorney Scott Sisun of Sisun Law, a full-service IP law firm (that I met at WeWork back in the day!) for bringing me in on this rush job in 2023 for a New York City urgent care chain that needed a new brand/company name in a New York minute (they were already open and operating!)

Scott and I worked previously on an international naming project for a Mexican company and his experience inside the US Patent & Trademark Office as a former USPTO Trademark Examining Attorney is invaluable!

ZIP clearly represents the quick, zippity, New York Minute speed required, while CARE is a word with a universal healthcare meaning and association with providing healthcare.

Scott's legal due diligence found ZipCare was ownable; I provided several EMD/exact match domains, and the client successfully launched the new name shortly after.

Naming on a rush job is challenging -- I've successfully completed many local and global rush naming /re-naming projects; it's critical not to skip a thorough legal vetting and examination before you launch!

Congrats to ZipCare for a successful launch throughout New York City with six locations!

https://www.zipcare.net/

07/23/2024

SOO exciting to see Lyrik Back Bay come alive!! Stay tuned!!!

Meet Lyrik, a fresh new hub in Back Bay where you can play, stay, work, and pretty much do whatever you fancy. As the anchor to Newbury Street and home to citizenM's flagship hotel, along with a growing roster of trendsetters, tastemakers, and entertainment, and 1001 Boylston, a state-of-the-art office & life sciences building for today’s dreamers and tomorrow’s innovators (Gar Gurus, Lego & more ❣️).

Come join us as the journey unfolds and evolves throughout 2024 and 2025. 🎶

07/23/2024

Thrilled and honored to have been invited to guide the naming process in collaboration with the team at Samuels & Associates, with Andrea Simpson, Molly Kalan, Steve Samuels, Joel Sklar, Ami Cipolla and many more, building on the branding platform from their agency Our Friends in London.

We all love this unique area so much -- the vibrant energy, the people from all over the world and every walk of life, the walkability, the food, the shops, surrounded by storied musical and globally-renowned institutions like Berklee and Symphony Hall... and we tried to capture that experience with this name.

Boston has such a fascinating history in this area, and Lyrik is an ode to all of that, paying homage to it, and more. I loved walking around Back Bay, South End, Fenway, trying to capture that "rhythm of the streets" energy and essence in words ....

Lyrik will also be the first in this area to offer a two-level, public park and plaza where people can gather, relax, watch the sunset, enjoy the view, dine and more. This is an important UVP /unique value prop emphasized to me by Andrea Simpson and Molly Kalan and inspiration for the name as I imagined the experiences planned by these creative visionaries!

Fun Fact (there were many of them!): Symphony Hall was designed by McKim, Mead and White in 1900 and is considered one of the first auditoria to use scientifically derived acoustical principles developed at Harvard. It is still considered one of the top concert venues in the world! (The original concert venue was Boston Music Hall, which still stands today as the Orpheum, one of my favorite concert venues for its "just right" size & sounds.)

I was amazed to find Lyrik available in a preliminary screen of the five trademark categories (later cleared by IP attorneys and then USPTO) -plus matching domains!

This was definitely one of the funnest projects I've ever worked on with some of the most creative people I've "evah" had the pleasure of namestorming with!! Thank you again for bringing me on board!

So exciting to see Lyrik come alive!!!!!

&associates

The “air rights” development on Parcel 12 debuted plans for a gathering space and a new name on Tuesday.

04/26/2024

Great for Boston

04/26/2024

04/26/2024

You know I love a good metaphor! In this conversation, Amy compares the unpredictable change that's happening right now to hitting a patch of ice while you're driving. She explains that we have to resist the human reflex to slam on the brakes and instead steer into the ice.

It's the perfect metaphor because that out-of-control spin-y feeling is exactly how most of us feel right now.

I think you're going to really love her take on the world, the three trends that make up the current "super cycle" of change (AI, wearable technology, and biotechnology), and the need to increase our capacity for uncertainty (ugh).

https://podcasts.apple.com/us/podcast/futurist-amy-webb-on-whats-coming-and-whats-here/id1730985049?i=1000653430864

04/24/2024

I was invited by White Rhino agency Dan Greenwald and Teri Sun to create a name for this Internet of Things, IOT-based solution that proactively eliminates pathogens in indoor spaces, by utilizing an antimicrobial that has been used safely for decades.

Chorus was a natural name for the metaphor of IOT, working in concert to eradicate pathogens in indoor spaces!

The team behind Chorus has invented a much needed antimicrobial system that will safely eradicate pathogens in indoor spaces, leading to major benefits in both people, health care and food safety applications.

Exact match domain and smartly matching domains were surprisingly available!

A harmonic solution all around!

Thank you to White Rhino for many years of collaborative success in helping companies and brands find their name!!

Chorus has invented the antimicrobial system that will safely eradicate pathogens in indoor spaces, leading to major benefits in both people and food safety applications

11/23/2023

11/05/2023

NameGirl portfolio of selected brand and product names, in use in over 35 countries ad 20 languages.

06/15/2023

“That imagination will make you rich!”
Love this. 🙌🏼🙌🏼💯💯

Hey there, 23-year-old me!

Listen up, I've got some words of wisdom from the future. Let’s talk about failure... Yeah, I know it feels like you’ve had more bad bosses than anyone in the world with those 22 jobs, but trust me, it's not the end of the road. Mom always taught us to embrace our imagination, even when we sucked at school. And guess what? That imagination will make us rich! So, keep getting back up even when your back’s against the wall. 

Now, let's talk about Dad. That guy knows how to have fun in life! If you listen to dad more, all you’ll have to focus on while building a business is having a damn good time. And you know what? He was right. Life’s too short. 

That diner waitress job you’re busing tables for? It's gonna change your life. Trust me on this. And when that handsome man offers you a ride home, you better take it! He will give you $1,000 to start your own real estate company. Yup! A thousand bucks! 

I know what you’re thinking ‘real estate?! I don’t know anything about real estate!’ Trust me you’ll learn. And guess what?! You’ll be the biggest name in the industry. People will stop you on street corners to ask your opinion on the market.

Along the way, you’re gonna meet incredible people, some not-so incredible people, make connections, and learn the ins and outs of running a business. It's gonna be tough, but it's gonna be worth it. 

You’ll also fall in and out of love, one too many times. You’ll get your heart broken and you’ll feel like you hit rock bottom. But eventually you’ll find your better half, and guess what?! He’s a Navy captain! You go, Barbie! 

Your next title will be your best yet: Mom. You’ll have the family you’ve always dreamed of. It’ll take more effort than expected, but those 7 rounds of IVF will all be worth it. Your heart will overflow with love! 

(Continued in comments!)