✦ Brand

Naming is a fight. Win it in week one.

The best name rarely survives the committee. Here's how we protect it — and why naming late is naming badly.

MO Mara Okafor Founder & Brand Director April 2, 20265 min read
A notebook and pen on a wooden desk
Photograph · Unsplash

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This piece is in the works

We're still writing this one properly — no filler, no rushed draft. In the meantime, here are dispatches worth your time.

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Taggednamingstrategy
MO

Mara Okafor

Founder & Brand Director

Founded Leaping in 2014. Spends most of her time arguing teams toward a single sentence they can stand behind.

Keep reading.

All dispatches
Brand Layered swatches of paint and color exploration
May 28, 20263 min read

Most rebrands fail before the logo opens in Figma

A logo is a conclusion. Redraw it before you've done the thinking and you've just made a prettier version of your confusion.

positioning· rebrand
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Brand A minimal desk with a single sheet of paper
February 5, 20266 min read

Positioning by subtraction: choose what you refuse

The fastest way to become known for something is to stop trying to be known for everything.

positioning· voice
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