Flip — Brand Naming for Artistic Gymnastics Academy: led a naming project at Birdclick (agency) for a client launching an artistic gymnastics academy — she already had the engineering project and physical location locked in, but needed the brand itself. Daniel led the team through a structured naming process, based on the Deangle Lab methodology, running the brainstorm and generating name candidates alongside the team. The process converged on three finalists; the client chose Flip — a name that captures the artistic-gymnastics move it’s named after, giving instant recognition within that sport’s community while staying inviting to the wider public.
Brand Naming Methodology
Creative Team Leadership
Client-Facing Presentation of Naming Options
Leading (not just contributing to) a creative ideation process
Applying a licensed/learned naming framework to a live client brief
Delivered a final brand name adopted and launched by the client for her academy — the naming deliverable directly became the business’s public identity
There’s a real difference between being led through a creative process and leading one
A name doesn’t need to be 100% original to be effective — it needs to be legible to the audience that matters most while still being inviting to everyone else