Berlin-based organization Founderland (formerly known as Tech in Colour) supports women of color founders based in Europe who have faced obstacles tied to their ethnicity/race. They came to R/GA in 2021 via the Make/Good program for a full brand refresh — including a brand new name. I led the naming portion of the project, and worked with their fantastic founding team (Deborah Choi, Stephanie von Behr, Alina Bassi) to help land on the perfect name for their organization, which is now backed by the Google.org Impact Challenge for Women and Girls.

My role:

• As Verbal Design Director, led clients from naming strategy to their final naming presentation, getting them from naming brief to a final name in 2.5 weeks

• Ran and contributed to name generation with a team of namers (400+ names)

• Vetted all names through preliminary screenings with our legal partner

• Proudly landed on Founderland — the new name for their organization