Naming in a week, without the panic.
Five days, three shortlists and one rule: no name is chosen in the room.
F
Focus studio
14 October 2026
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5 min read
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Process
Naming has a reputation for endless rounds. It does not need one. We run it as a week with a fixed shape.
The week
Monday is territory, not names. Tuesday and Wednesday are long lists. Thursday is checks. Friday is a shortlist of three, written on things people will actually see.
No name is chosen in the room. Every name sleeps for a night first.
Why it works
Seeing a name on a cup or a sign removes most of the arguing. People stop judging the word and start judging the brand.
Keep reading.
Notes from the studio.
Four letters a year. New articles, work in progress, nothing else.