NAMING
I love naming. It’s such a pure copywriting exercise. “Okay, come up with something distinctive, descriptive, and decade-spanning. You’ve got… two words to do it.” I’ve helped name everything from sundaes and scissors to checking accounts and frozen custard, but these are my two favorites.
Upside Grounds
What do you call a coffee that’s fortified with things like electrolytes and collagen for an extra boost? Well… if you read the subhead or saw the image, you already know. But it’s a neat little name that had surprisingly gone unused for a coffee brand – and after we completed some really rad packaging, Upside Grounds got a shoutout in Oprah’s magazine! Thanks, Oprah.
Crust Fund Pizza
During the pandemic, my brother started slinging pizzas out of the alley behind his house in exchange for donations to local charities. He asked me to come up with a name and we were both very happy with the results. The endeavor has led to him appearing on Chopped and somewhere around $80,000 donated (!).