Naming That Works – Expert Services for Startups and Businesses

The art and science of naming requires a specialist process.

For the past decade, I led Goodwork, an award-winning naming and branding agency based in Sydney. Naming is hard, we know because our clients were often asking us to name their ‘xyz’.

Fast forward past a deep dive into the creative process of naming, and the Goodwork naming framework was born. A framework which I have continued to hone and improve over the years.

I know naming is hard, that’s why I’m so passionate about working with businesses to find a name that, you guessed it – works!

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Good names make you feel something, just like these ones we’ve created.

Academe | Crafting bespoke learning experiences

Aekin | Seaweed Bioscience + skincare - Allied by nature

Altlantis | An alternate underwater world - a burgeoning, eclectic ecosystem

CanWe | Campaign for our LGBTQ community. ‘Can We reduce our risk of cancer?’

Concentric Care | One platform, one partner, one point of focus. Rauland Australia/NZ

Eleanor & Rose | Female owned premium duplex property development company

Ernest | Earning impact through real honest influencer and creator-led social

EUC | Specialist Emergency & Urgent Care - Central Coast Australia

ForFido | Pet Supplement brand, everything ForFido does truly is for Fido

Fuc | Therapeutic supplements, powered by ‘fucoidan’, super powered seaweed extraction

Garden of Eden | Bioactive, all-natural hemp + terpene skincare and mood drops

Good Bug Co | Organic, sustainable mealworm farm in NZ

Hinterland | Specialist filmmaker finance consultancy in NZ

Kelpee | Super absorbent and anti-bacterial dog training pads made from kelp

Leasy | Renting made easy. Australian property rental management app

Pop & Weasel | Range of bold and creative children’s shoes

The Inner Circle | LGBTIQ+ campaign shifting the conversation around cervical cancer

Our United Front | Campaign raising awareness of breast cancer risk for LGBTI people

Think Positive | Campaign tackling HIV stigma

YelpKelp | Preventative kelp-based dietary supplement for dogs

Zilch | Zero, zilch, nada. Hand curated, fully sustainable product bundles

“I partnered with Blake to help rename my social marketing agency and boy did she deliver the goods. Noting the number of agencies already in the market, devising a fresh name for a marketing agency was always going to be a challenge, however, Blake managed to put forward a number of great, original names, one of which we moved forward with. Blake’s incredible briefing process and ability to listen, meant she really got under the hood of my business and aligned to my way of thinking meaning all of her suggestions were a great brand fit. I couldn’t recommend Blake highly enough. Thank you.”

Tim Rashbash
“Blake did an outstanding job with my brand development. She quickly understood my business and delivered a name and brand that brought my service offerings together in a way that just worked. Her strategic insight and creativity were impressive. I found the whole process extremely supportive not only in the brand creation, but with her on-going mentorship and advice. It’s proved invaluable for me and my business.”

Claire Shirra