Jojo

Think of me as a Digital Archaeologist. I dig through the internet's history to find priceless artifacts—names with real soul—and place them with founders who know a good story when they see one."

📍 The Internet https://unearth.im/fieldnotes/

Lexicon: Archive & Anvil

Language is a tool of discovery. Sometimes, you use a word because it's the closest fit, and in the process of doing the work, you discover the word that is finally, perfectly true. For the longest time, we’ve used the term "brand foundry" to describe our work at unearth.im. It’s a strong,... Read more

The Digital Dust: Why Digital Archaeology is the Cultural Preservation of Our Time

On a day like today, the word "archaeology" brings to mind images of things that last. We picture a terracotta warrior, carefully brushed free from the dust of millennia. We see a stone tablet, its laws still legible after four thousand years, or the fossilized print of a leaf—a perfect ghost... Read more

Lexicon: Digital Monument

Not all websites are built to be businesses. Some are built to be memories. At the foundry, when we talk about a Digital Monument, we are describing a very specific kind of creation. It is not a startup, a product, or a service. It is an act of cultural preservation, a piece of digital scholarship,... Read more

The "-ing" of Web 2.0: How users defined the social media era

An era’s story rarely appears in its official blueprints. It is often found in the worn pathways, the shared jokes, and the invented rituals of the people who inhabited the space. To understand the social web—the period we retroactively call Web 2.0—one must look past the sterile interfaces... Read more

authenticate.im: The gravity of certainty

The Find: Some names are designed to be remembered. A rare few are impossible to forget. They don’t just enter a category; they become its center of gravity. authenticate.im is such a landmark. It is a “Crown Jewel” asset whose value is found not in clever branding, but in its profound,... Read more

esse.im: Authenticity, defined

The Find: Some names are found through analysis. Others are found by listening. In a digital world saturated with noise, a truly resonant name is a rare signal. When we first unearthed esse.im, the echo was immediate and profound: "I am." It is the Latin root of that declaration, the original... Read more

The digital archaeologist’s toolkit

Most naming tools and brand generators produce addresses: functional, forgettable, and soulless concatenations of syllables. They are vacant lots in a sprawling digital suburbia, algorithmically optimized for traffic but devoid of human meaning. A visionary brand, however, does not need another... Read more

Your brand isn't a label; it's a story

The internet is a museum of forgotten brands. Wander through its vast, echoing halls and you will find the digital ghosts of startups past. Names you saw once and forgot instantly, their digital tombstones - a faded logo, an abandoned Twitter handle - blending into a sea of monochromatic sameness.... Read more

Human-centric successor to .ai: An unearth.im thesis

Why the future of branding isn't about technology, but identity. The rise of the .ai extension tells the defining story of our technological decade. It is more than a domain; it is a signifier for a new paradigm, a functional label that instantly and economically communicates that a service is... Read more

Our philosophy: Own your ground

We believe in the quiet confidence that comes from owning your digital ground. It’s a feeling that defined the soul of the early, hand-built web—a time when we built our own spaces, one <HTML> tag, one pixelated GIF, one personal homepage at a time. It was an era of digital homesteading,... Read more