Naming a project is always an awful experience.
An earworm that won’t stop tapping your skull from the inside. A tenacious pop jingle with teeth and a paycheck.
As a freelance designer (and the guy who came up with the name The Egotist), Ben Pieratt does a fair amount of this for clients. Generally, his process has been a garble of notes and trips to thesaurus.com, but lately he's noticed a fairly simple pattern emerging, a 3-step framework for cutting through the fog.
Check out his 3-step process.