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A great name is worth a thousand words

Catchy enough to draw attention yet simple enough to keep it, a great name distills an entire experience into a word or two. Thread has spent more than a decade naming everything from fabrics and features to products and brands. In that time, we’ve turned the challenging (some say mystical) task of naming into a clear, step-by-step process.

Our team starts by auditing competitor names to make sure we nail the nuance and differentiate. We make a list of tangible benefits and metaphorical themes to help us wring more meaning out of single words. And we ideate, generating the robust list of options necessary to make it through trademark search and secure ownability.

The process begins and ends with a single question: What do we want people to feel when they use/wear/eat/share/try it? That positive feeling guides our process and never fails to point us to a name that is both relevant and emotionally resonant, satisfying different parts of our shopping brains. Take a look at some of the things we’ve named.

Thread naming services include:

  • 10-25 names divided by themes, with rationale for each name
  • Preliminary check of names via U.S. Patent and Trademark Office database

“Thread swiftly guided us through a process to change our name so that it is simple, strong, and proactive. We received incredibly positive feedback from our stakeholders. It was a pleasure working with everyone at Thread and we are so grateful for their assistance at such a critical moment for our field.”

— Melissa Fowler, Chief Program Officer, National Abortion Federation

What to watch, read, listen to and even eat right now. It's our 2023 Holiday opus.