Energy / power
Language connected to controlled force, immense scale, propulsion and periodic energy.
Case study / 01
Naming a venture built for a multi-planetary future.
A naming project for a hardware company with an ambitious brief: make fast, affordable and secure movement across the galaxy feel credible, advanced and ownable.
- Sector
- Hardware
- Audience
- Global
- Character
- Disruptive
- Deliverable
- 3-name shortlist
01 / The brief
The name had to carry the ambition.
Build fast, affordable and secure rockets capable of moving people and goods across the galaxy.
Strategic ambition
Make life multi-planetary.
Naming challenge
Signal scientific credibility and scale without falling into generic aerospace language.
02 / Strategic territories
Three ways into the brief.
Cosmic scale
Celestial language capable of expressing distance, exploration and a future beyond one planet.
Engineered progress
Compact, authoritative naming capable of feeling technical without becoming descriptive.
03 / The shortlist
Three finalists.
Each candidate expressed a different strategic interpretation of the same brief.
Pulsar
RecommendedEnergy · Precision · Powerful · Advanced
Immediate scientific meaning with strong associations around energy, cycles and controlled power.
80
/100
Astrum
Visionary · Precision · Foundational · Advanced
A polished Latinate direction with strong scientific resonance and the strongest phonetic profile.
85
/100
Cosmar
Precision · Engineered · Robust · Modern
The most coined and intrinsically distinctive direction, with a technical and engineered character.
82
/100
04 / Decision
The highest score did not automatically win.
Astrum scored highest overall. Pulsar was selected because the recommendation was based on the strategic job of the name, not a single aggregate number.
| Evaluation | Pulsar | Astrum | Cosmar |
|---|---|---|---|
| Overall | 80 | 85 | 82 |
| Memorability | 80 | 85 | 82 |
| Phonetic strength | 85 | 90 | 80 |
| Strategic fit | 85 | 82 | 78 |
| Distinctiveness | 75 | 78 | 85 |
| Verb potential | 80 | 80 | 90 |
| Length efficiency | 100 | 95 | 100 |
05 / Final recommendation
Proceed to deeper clearance
Pulsar
A high-potential name with inherent gravitas.
Strong phonetic construction, a relevant scientific semantic core and the strongest strategic-fit score made Pulsar the preferred direction despite another candidate leading the aggregate ranking.
Strategic fit
85
/ 100
Takeaway
Evidence informs the decision. It does not replace judgment.
A shortlist is useful when the differences between names are visible. The purpose of scoring is not to crown a winner automatically—it is to make the trade-offs explicit enough for a recommendation to be challenged and defended.
Your naming decision