This prototype runs on Anthropic Claude for strategic analysis and OpenAI for the presenter's voice. Paste your API keys to begin, they stay in your browser only, never sent to any Re:name server.
Picking up where you left off. Your previous session is saved in this browser, paste your key and click Continue to resume. To start over instead, click ↺ Start fresh below.
Starts with sk-ant-. Get one here if you don't have it.
Browser voices sound robotic. OpenAI TTS produces near-human voices. Starts with sk-proj-... or sk-.... Get one here. ~$0.015 per name presentation, pennies for a session. Leave blank to use the (robotic) browser voice.
Untick to start fresh, any previous progress will be cleared automatically.
Welcome
Find a name you can build a business around.
Not a name generator. A guided strategic naming process designed to help you make one of the most important decisions in your business.
The stronger your thinking, the stronger the names. Take your time. Most of the value comes from the strategy work before a single name is generated.
What's ahead
17 questions across 5 stages
Context · Strategy (What/How/Why) · Direction · Generation · Decision Report. Each stage builds on the last.
Time investment
Real strategic work: 45–60 minutes
Most naming decisions take weeks of discussion, feedback and second-guessing. This process condenses that thinking into a focused session designed to get you to a confident shortlist faster.
Three things to set up before you click Start
Grab a coffee. The strategy stage is the most valuable part. Don't rush it.
Get the right people in the room. If others on your team will be part of the naming decision, have them with you, their voices matter most at the strategy stage.
Be specific. Concrete answers beat marketing language every time. "We provide ongoing business oversight" beats "We help businesses thrive."
🔊 Turn your volume up, or wear headphones. Each name is presented to you out loud by a brand-naming strategist. The reasoning is part of the experience, the voice carries it. Doing this in silence misses around half the value.
You can save your progress. Your work auto-saves to this browser. Close the tab, come back later, pick up where you left off. (Same browser + device for now, a proper save & return link comes with the production version.)
Step 1 of 5 · Context
Let's start with the basics.
A handful of questions to frame the strategic work. The better the inputs, the better the outputs, give it the time it deserves.
🎤 Voice input is available. Most free-text questions have a "Speak your answer" button, speaking usually produces richer answers than typing, and you can edit before continuing.
The naming process and the report adapt to how you'll actually make this decision.
Optional but helpful, gives the strategy work more context about your business.
Affects how hard it is to find available strategic options. (Pricing is flat for v1.)
Describe the successful outcomes. What does winning here mean?
Helps us pick a name that grows with you.
Grounds the work in real stakes, what's sitting on hold, what gets blocked.
Got a strategy doc, customer research, brand guidelines, competitor analysis, anything that explains your business better than you can in a textarea? Drop it here. The strategically-useful parts are extracted and used for everything downstream. The richer the context, the sharper the names. Accepts .pdf · .txt · .md · Max 500KB per file.
📁
Click to browse or drag files here
PDF · TXT · MD, multiple files OK · Max 500KB per file
Step 2 of 5 · Strategy
Great names start long before the first name.
Most naming tools begin by generating names.
We don't.
The strongest names are built on clarity: clarity about what you do, how you're different, why customers choose you, and where you want the business to go.
The next few questions help us build that foundation.
Spend a little more time here and you'll get significantly stronger naming outcomes later.
Think of this as the strategic groundwork that allows better names to emerge.
Step 2 of 5 · Strategy · WHAT
What does your business do?
Four questions. Specific beats clever every time.
Before we can name something, we need to understand exactly what we're naming. Two businesses can offer similar services but require completely different names depending on their ambition, audience, positioning and future plans. The clearer the destination, the more relevant the naming territory becomes.
Can be quite specific or quite broad, your call.
Step 2 of 5 · WHAT · Pick the strongest
Six ways your WHAT could be framed.
Edit the 2–3 word reductions. Then tick the one that most accurately describes what you do.
Step 2 of 5 · Strategy · HOW
How do you do it differently?
The thing competitors can't easily copy.
This is often where differentiation lives. Many businesses describe what they do in similar ways. The real opportunity lies in how they do it differently. Understanding your approach, strengths and unique characteristics helps us identify naming territory competitors can't easily claim.
Step 2 of 5 · HOW · Pick the strongest
Six ways your HOW could be framed.
Edit the reductions. Pick the one that best captures how you actually work.
Step 2 of 5 · Strategy · WHY
Why does this business exist?
Beyond profit. The bigger reason.
Great names don't just describe a business. They reinforce the reason it exists. Understanding why customers choose you, what you stand for and the impact you create helps us uncover more meaningful naming opportunities. This is often where the strongest strategic signals emerge.
Step 2 of 5 · WHY · Pick the strongest
Six ways your WHY could be framed.
Edit the reductions. Pick the one that best captures why you exist.
Step 2 of 5 · Tone
How should the name feel?
Drag the sliders. There's no wrong answer, be honest about your audience. The more dimensions you mark, the sharper the output.
EmotionalFunctional
SeriousCreative
LocalGlobal
ConservativeBold
MasculineFeminine
PremiumAccessible
ModernClassic
Anything that matters for your brand that we haven't covered. Examples: Technical↔Approachable / Refined↔Rough / Calm↔Energetic.
your anchoryour anchor
Adjust any slider above. Your settings will appear here as you go.
Step 2 of 5 · Empty Quadrant Claim
Where's your empty quadrant?
From your competitive landscape, we've identified the strategic territory nobody is claiming. Accept it as drafted, or replace it.
Your empty quadrant
Step 2 of 5 · Strategy synthesis
Building your strategic foundation.
Thanks. We've reviewed your inputs and identified the themes, tensions and opportunities that will shape your naming territory.
This stage helps us move beyond descriptive names and towards names that are distinctive, defensible and aligned with your future direction.
Below is the strategic foundation everything downstream is built on. Confirm it reads true, or jump back to refine.
A note on cultural naming territory.
Your brief points to a naming territory where cultural meaning matters: Māori, Pacific, Indigenous, or culturally-anchored language. This is territory where great names are deeply earned, where the wrong word can damage more than it builds, and where AI-assisted generation has real limits.
We recommend treating any cultural language in the shortlist as a starting point only. Names that touch this territory should be reviewed with people from the relevant community before they ship. If you're naming in this space, consider booking an Expert Review for senior cultural and naming input on the final shortlist.
Step 3 of 5 · Direction · Routes
Pick your naming territory.
Three bespoke strategic stances from your strategy. Tick 1 or 2 to take into name generation. Each leads to a meaningfully different style of name.
How to choose: don't pick the route that sounds nicest. Pick the one that best matches the strategic position you want to claim, and that your team would defend in a board meeting. The trade-offs are deliberate; read them.
Step 3 of 5 · Direction · Naming Requirements
What must this name achieve?
Six chips below, edit, remove, or add. Each becomes a column in the scoring grid that judges every name. Aim for 4 to 8.
Or add common ones with one click:
Step 3 of 5 · Direction · Length
How should the name look on the page?
Click one, or "show me a mix" for variety.
Short & punchy
1 to 2 syllables, 6 letters or fewer · e.g. Apple · Nike · Slack · Stripe · Uber
Medium & balanced
3 to 4 syllables, 7 to 12 letters · e.g. Patagonia · Netflix · Spotify · Atlassian
Multi-word / compound
Two or more words · e.g. General Electric · Whole Foods · Bank of America · Liquid Death
Show me a mix across all three
Recommended for round 1, see which feels right before narrowing.
Step 3 of 5 · Confirm your brief
Last check before generation.
This is the moment names get made. Make sure everything below reads true. Click any line to jump back and edit.
Reservations, hopes, name styles you have always loved, names you want to avoid, things that just nag you. Anything.
Step 4 of 5 · Round 1 · Generation
Round 1: Your shortlist.
Ten names within your chosen routes, scored against your requirements, with structured Thoughts and a 0–10 confidence score.
How to read Round 1
This round is broad and shallow. Don't try to pick "the best name" yet. Pick the territory / line of thinking that resonates. In Round 2 we'll go narrow and deep on what you've reacted to. Tag each name Love it / Maybe / Not for me as you go, the more you tell us, the sharper Round 2 will be.
🔊 Volume up or headphones on. Each name is presented to you out loud by a brand-naming strategist. The voice carries the rationale; without sound you miss half the experience.
Remember: the name is one element of the brand. Tagline, visual identity, story, tone, experience all do work the name shouldn't have to. Don't reject a strong name because it isn't doing everything. Ask "does this work with the rest of the brand we'll build?"
Step 4 of 5 · Round 1 · Feedback before Round 2
What's working, and what's missing?
Your tags from the presenter mode are carried through below. Edit any of them. Then add the strategic colour underneath: territory direction + what's missing.
Worth pausing here. Most people push straight through to Round 2. Often the sharpest decisions come from a night's sleep on Round 1. Names that felt clever in the moment can feel hollow the next morning. Names that needed time can land properly with distance. Download the shortlist, walk away, sit with it, come back. Your link stays live.
Your tags for each name
Click a name to change your tag. Edit your note. These directly shape Round 2.
One more question, what's missing?
Anything that's a hard no?
Step 4 of 5 · Round 2 · Generation
Round 2: Refined.
Seven fresh names, leaner than Round 1, leaning into your favourites and addressing what was missing. Same tagging: ❤️ / maybe / not for me.
Tag your reactions as you read. The Loved + Maybe candidates become the pool from which you pick your final Top 3 next.
Step 4 of 5 · Your Top 3
Pick your top three.
Pick three to take forward.
From across both rounds, pick the three you want in your decision report. Order matters: #1 is your front-runner, #2 your strong alternative, #3 your hedge.
This is your call, not ours. The system surfaces and curates; you decide. Pick three, or up to five if you want to keep a couple of extras alongside. Reorder with ↑/↓.
Good names. Not the right name yet?
Most projects find a clear front-runner within two rounds. Sometimes they don't. That's usually useful information rather than a failure. It often means we've learned what doesn't fit, but haven't yet converted that insight into the right name.
The Precision Round uses everything you've told us so far, your reactions, notes, chat, favourites and rejections, to make one final highly targeted pass. Rather than exploring new territory, it focuses on solving the specific gaps you've identified.
Three rounds is everything the Re:name Global process can ask of a brief. From here you pick your Top 3 above and ship the decision report, or bring in a senior strategist if the call still feels close.
We've analysed your feedback across both rounds. Before generating a final shortlist, help us understand exactly what was missing. Takes about 4 minutes.
Question 1 of 6
What stopped the strongest names from becoming winners?
Select all that apply. The more specific, the sharper Round 3 will be.
Question 2 of 6
Which names came closest?
Select up to five. Drawn from the names you tagged Loved, Liked, or Maybe across both rounds.
No Loved / Liked / Maybe names tagged yet, go back and tag some first.
Question 5 of 6
What's still missing?
Complete this sentence.
"I wish the names felt more…"
Question 6 of 6
The hard constraints.
Complete this sentence. Examples: work internationally · be one word · feel premium · be easy to trademark · avoid industry jargon.
"The winning name must…"
Round 3 needs at least 4 of 5 question areas answered for the next pass to produce genuinely surgical names. You have 0 of 5.
Step 4 of 5 · Precision Round · Generation
Round 3: Precision.
Ten surgical names. Built from everything you've told us across both rounds plus your sharpening answers. Same tagging: Love it / Like it / Maybe / Slightly no / Don't like it.
Tag your reactions as you read. The Loved + Liked candidates join the final pool from which you pick your Top 3.
Option 3 · Get an Expert View
If you've got several strong contenders, or stakeholder dynamics in play.
If you're navigating board alignment, legacy considerations, legal concerns, or just want a senior naming strategist to pressure-test your options before you commit, a Strategic Review accelerates the decision and reduces regret. Same Re:name team behind the 2026 Diamond Award.
Decision-ready. Top 3 names, evidence, risks, recommended next step. Defensible to whoever needs to sign off.
Taste memory · captured automatically
This session's naming judgement has been logged, the names you loved, the rationales, the rejection reasons, your final pick. Re:name uses this anonymously to sharpen the system over time. Nothing personal is captured. You can also download the raw data below if you'd like a copy. In the production version this happens silently; the manual download buttons are only here for prototype testing.
Pipeline audit log
A full per-stage record of every name across every round, the 50 internal candidates, the cuts (with reasons), the top-up backfills, the critic reviews (with scores), the surgical replacements, the diversity pruning, the final shortlist presented. CSV opens in any spreadsheet; JSON keeps the raw structured data. In production this is captured silently; the manual download is for prototype testing and pilot transparency.
Full project audit log For Tim
Tim asked: "one file testers can send me." This is that file. A single JSON containing every step of your journey through this naming process: the brief, the strategy, every name shown, every reaction you gave, every conversation with the presenter, your final pick, the report. Download it and email it to Tim so he can see exactly how the session unfolded.
Project audit inspector
Drop a tester's project log.
Any AUDIT-LOG.json file. Strategy, every round, every reaction, every chat, the final decision. The whole journey one screen at a time.