Brand & Campaign Naming

A name is where meaning begins. These projects span brand identity, campaign storytelling, and community building—each shaped by a distinct audience, place, or purpose.

Outerland (Brand)

A new name for a Cape Cod landscaping company following its acquisition by private equity. Outerland moved the brand beyond its founder-named roots, signaling elevated service and a deeper connection to the surrounding landscape.

The Ruralists (Campaign)

Created to champion quality of life in the Berkshires and attract skilled talent to Western Massachusetts. The name reclaimed a rural identity with pride—positioning the region as a deliberate choice rather than a compromise.

The Experience Makers (Campaign)

A national college admissions campaign reframing traditional recruitment around hands-on, career-based learning. The name anchored a story-driven platform spanning print, web, email, and social—replacing legacy messaging with a more human narrative.

Kinswomen (Publication)

A Substack platform created to open space for the conversations women often keep to themselves. The name evokes kinship and community, grounding a publication built around identity, well-being, relationships, and shared wisdom.

Elderkind (Film)

A short documentary project dedicated to the voices and stories of older adults. The name blends kinship with age, honoring perspectives shaped by decades of experience that contemporary storytelling too often overlooks.