Naming a Company in Ten Words

The brief

Pluma had a product, a launch date, and no name. Eleven days.

What we did

We wrote three hundred candidates and killed them in public, on a wall, in front of the founders. The survivors were tested by asking people to say them out loud over a bad phone line.

Then the harder part: one line under the name, and one paragraph under that. The smallest amount of language a company can launch with.

The result

Ten words total. They have not changed them.