Naming 101: Brand Names that Stick
Pearlfisher is an independent brand design studio with offices in New York and London. Together, with a team of Futurists, Strategists, Designers, and Realisers, they Design for Life. Whether they’re refreshing icons like Colgate or building new challenger brands like Seedlip, they’re often asked to create not only brand strategy and brand design, but also a killer brand name. In this Friday Forum, the Pearlfisher strategy team will share their tips & tricks for developing an on-strategy and creatively inspiring brand name. They may even ask you to come up with a few names of your own.
Cait Starke (Strategy, 2019) / Head of Strategy / Pearlfisher
Cait Starke graduated from VCU Brandcenter in 2019 and is now the Head of Strategy at Pearlfisher NY. She joined Pearlfisher’s New York office in 2021, after eight years building brands and advertising strategies for West Coast agencies like FCB, Camp + King, and Evolution Bureau. Since then, she’s had a blast helping brands like Levi’s, Lay’s, Gushers, Fruit by the Foot, Fruit Roll-up, Panda Express, Gatorade, Totino’s, and Betty Crocker future-proof their brands. She’s also a certified scuba diver who can deep dive up to 40 meters. The irony of working at a design agency called Pearlfisher is not lost on her. Though she’s more busy diving for metaphorical pearls these days.
Talia Evans / Associate Strategy Director / Pearlfisher
Talia Evans grew up in Maryland and went to UMD, where she got a dual degree in Psychology and Marketing with a focus on strategic design. She moved to NYC after college and found her soul in this incredible city—and her husband! Talia worked in media strategy and content strategy for about four years before going back to school to get a Masters in Branding from the School of Visual Arts in NY. She joined Pearlfisher soon after and has been there for four years. Over her more than eight years of working in strategy, she’s had the privilege of working on CPG, B2B, service brands, spirits, tech brands, and luxury brands. She has experience with iconic brands like Nike, Coppertone, Pyrex, Colgate, Gushers, as well as challenger brands like Pasturebird, SowGood, and Raw Rev.
→ Innovation & design consultancy Pearlfisher voted Agency of the Year at 2022 Drum Design Awards