Brand Strategy

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 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

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

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