Below is a small selection of the brands, products, and trademarks which sit within my portfolio. Each was developed through my ever-evolving process that blends market research, competitor landscape analysis, semantic and sound symbolism, user testing, and commercial positioning. Naming — when done well — is not merely decoration. It is strategic positioning. It is a strategic act that shapes perception, frames value, and creates room for product expansion and narrative over time.
An air-quality and environmental measurement device engineered in Germany, designed in Denmark, and sold primarily in the United States. The brief required a compact, international name capable of supporting product suffixes for future variants. I introduced aërQ to evoke the sound of "Air Q(uality)" while layering a subtle European sensibility through the modified vowel. The result is a name that signals precision, provenance, and quiet assurance — while scaling cleanly across Pro models and generational numbering systems.
Developed for a B2B IoT manufacturer producing to-spec automation devices for global building technology firms. The name needed to avoid direct category descriptors while signalling architectural scale and indoor spatiality. Atrim draws from "atrium" — a space associated with light, ceiling height, and premium environments — yet remains succinct, ownable, and trademarkable. It positions the brand as quietly elevated: more refined than generic IoT nomenclature.
A pre-existing word applied to a new domain: whole-home automation UX. User research revealed that setup complexity was the primary reason for churn in smart home systems. AutoPilot reframed the setup journey itself as something guided, eased, and automated. "Put your home on AutoPilot" communicated simplicity and relief; "Your setup on AutoPilot" signalled that even the configuration requires minimal effort. The naming helped reposition an entire onboarding experience into a promise of calm.
An early entry into the digital publishing space, Fashionising is a portmanteau of fashion and socialising, with an additional semantic play on "fashioning." I selected a coined form to enable SEO defensibility and to pass trademark clearance cleanly, while sounding native to the emerging fashion-blogging vernacular. The result was a name that felt conversational, energetic, and was able to dominate the search results for fashion-related keywords.
Created at a time when all manufacturers had access to the same underlying 500-series Z-Wave chipset, Gen5 was developed to reframe one maker's 500-series Z-Wave devices as superior to any other company's. The strategy successfully created the perception of technology and overall technical refinement, long before competitors could answer in kind. Later replicated with Gen7 to reinforce the same advantage for the 700-series transition.
LBN was crafted to provide an expandable identity for logic-based and low-bit neural networks. It reads as an acronym, yet remains semantically open, allowing for strategic pivoting in messaging depending on market emphasis. At launch, the focus was on logic-based networks; however, the LBN acronym allows the company to lean into low-bit network narratives if that becomes dominant. This is naming as strategic optionality.
An acronym for Model Efficiency and Resource ImpacT, designed to benchmark performance of AI models trained for energy-efficient inference. The term MERIT carries inherent evaluative weight; benchmarking that can be earned, demonstrated, and proven. The name therefore frames efficiency not as optimisation for its own sake but as a measurable virtue with operational and commercial consequence. MERIT has since become a central organising concept in how the training pipeline is communicated.
Multi-sensors are high-volume IoT products, yet "multi-sensor" is a generic and unownable descriptor. OmniSensor introduced a distinctive platform brand capable of supporting variants such as OmniSensor 8 or OmniSensor Pro. It positions the product as comprehensive, extensible, and multi-capable — without tying it to a fixed sensor count in the same way TriSensor does. This elasticity supported multi-tier pricing and enabled clear signalling between models.
Developed for an NFC-based control system where the primary user interaction was tapping devices to configure or trigger behaviours. Tapp is short, phonetic, friendly, and frictionless. The double-p lends weight and memorability while preserving simplicity. It names not the technology but the behaviour, thereby anchoring the brand in everyday usage rather than specification. This helps accelerate adoption: if the name describes what you do, you already understand how to use it.
Created as a complementary, lower-cost positioning to products branded MultiSensor. TriSensor communicates clarity and simplicity: a three-in-one device at a more accessible price point. Naming the product for what it is anchored expectations, reduced friction in retail education, and reduced returns. TriSensor became the high-volume, high-turnover model within the range, while MultiSensor carried the premium tier.