What's in a Name?
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A real estate management and developmental client has teamed with us to help them execute a several stage commercial initiative. As lead creative authority, Anoroc will be directing from pre-construction all the way to brand roll out, our first assignment has been to come up with a name for phase one of their upcoming development. Picking a name sounds easy enough right? WRONG. A name is more than just a term used for identification, it is the embodiment of the brand, it is the first impression for any potential customer.
Each name needs to pass through a few hoops before it can be sent to the client for approval.
- Scalability. the name needs to be dynamic enough in that it can be added to other projects if necessary. This means that it can't be too specific, such as The Boardwalk at 59th Street.
- X factor. this is that certain je ne sais quoi or wow factor that clients are looking for. Included in this quality is the ability for the name to roll off the tongue.
- Meaning. Each name needs to relate to a significant feature of the building, whether that is a unique design element, location or the culture surrounding it.
- Timelessness. Not all words were created equal and when picking a name for a building that will be around for hundreds of years, it's important to ensure that the word can stand the test of time.
After rigorous testing and lots of scrutiny, names that pass these tests are given their final once over before they are handed over to the client. As much as we would love to share our list of names, we've been sworn to secrecy and always respect our client's wishes. Don't worry though; we will share the winning name as soon as we are able.
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