Naming & copywriting

Naming & copywriting

Naming & copywriting

Words that give brands their voice

Words that give brands their voice

Words that give brands their voice

Crafted with clarity and imagination

Crafted with clarity and imagination

Crafted with clarity and imagination

Work with me
Work with me
Ged Equi
Ged Equi
Ged Equi
Trusted by global brands:
Trusted by global brands:
Trusted by global brands:

Four thoughts on Naming and Copywriting

Four thoughts on Naming and Copywriting

1. Think long-term. A name should flex with your future ambitions, not fight them

1. Think long-term. A name should flex with your future ambitions, not fight them

1. Think long-term. A name should flex with your future ambitions, not fight them

2. Be objective. Personal bias kills good ideas - criteria matter more than gut reactions.

2. Be objective. Personal bias kills good ideas - criteria matter more than gut reactions.

2. Be objective. Personal bias kills good ideas - criteria matter more than gut reactions.

3. Do the checks. Linguistic and legal due diligence avoids costly mistakes and cultural misfires.

3. Do the checks. Linguistic and legal due diligence avoids costly mistakes and cultural misfires.

3. Do the checks. Linguistic and legal due diligence avoids costly mistakes and cultural misfires.

4. Budget for impact. Naming isn’t just creative - it’s operational, legal, and reputational. Plan accordingly.

4. Budget for impact. Naming isn’t just creative - it’s operational, legal, and reputational. Plan accordingly.

4. Budget for impact. Naming isn’t just creative - it’s operational, legal, and reputational. Plan accordingly.

Please note that most of my work is redacted

Please note that most of my work is redacted

Contact me for 20+ Case Studies

Contact me for 20+ Case Studies

Some work is in association with other Agencies / Consultancies

Some work is in association with other Agencies / Consultancies

SAMEYOU

An emotional name and branding for Emilia Clarke's charity

STRUTT & PARKER / BNPP

Writing the Next Chapter for the leading estate agent and bank

ALMOST EDEN

Brand naming and packaging for Union Snacks

All work fits into a tried and tested process

All work fits into a tried and tested process

FAQ

FAQ

FAQ

Got questions? Feel free to reach out. Happy to help.

How do you approach a naming or copywriting project?

We always start with strategic grounding. Then we identify emotional and functional drivers - what the brand wants people to feel, think and do. From this, we define the tone of voice framework and develop name recommendations or copy across key formats. We work with specialist naming experts who understand the process, pitfalls and the ever-complex legalities and trademarks.

How do you approach a naming or copywriting project?

We always start with strategic grounding. Then we identify emotional and functional drivers - what the brand wants people to feel, think and do. From this, we define the tone of voice framework and develop name recommendations or copy across key formats. We work with specialist naming experts who understand the process, pitfalls and the ever-complex legalities and trademarks.

How do you approach a naming or copywriting project?

We always start with strategic grounding. Then we identify emotional and functional drivers - what the brand wants people to feel, think and do. From this, we define the tone of voice framework and develop name recommendations or copy across key formats. We work with specialist naming experts who understand the process, pitfalls and the ever-complex legalities and trademarks.

How much does it cost?

Great question. Costs vary depending on the scope and complexity of the project. It’s not global agency pricing, but it’s certainly a step up from offshore freelance rates - reflecting the depth, experience, and strategic value.

How much does it cost?

Great question. Costs vary depending on the scope and complexity of the project. It’s not global agency pricing, but it’s certainly a step up from offshore freelance rates - reflecting the depth, experience, and strategic value.

How much does it cost?

Great question. Costs vary depending on the scope and complexity of the project. It’s not global agency pricing, but it’s certainly a step up from offshore freelance rates - reflecting the depth, experience, and strategic value.

Do you work on your own or with others?

It depends. I mostly work in partnership with creative and brand specialists and we built a team based on the needs of each project. I have a trusted global network of Associates - some of the most experienced minds in creativity, brand strategy, architecture, and digital implementation.

Do you work on your own or with others?

It depends. I mostly work in partnership with creative and brand specialists and we built a team based on the needs of each project. I have a trusted global network of Associates - some of the most experienced minds in creativity, brand strategy, architecture, and digital implementation.

Do you work on your own or with others?

It depends. I mostly work in partnership with creative and brand specialists and we built a team based on the needs of each project. I have a trusted global network of Associates - some of the most experienced minds in creativity, brand strategy, architecture, and digital implementation.

Can I get a proposal for work?

Absolutely. Send me an email to gedequi@me.com or through LinkedIn with your project scope and I will be happy to help and advise. Absolutely no obligations of course.

Can I get a proposal for work?

Absolutely. Send me an email to gedequi@me.com or through LinkedIn with your project scope and I will be happy to help and advise. Absolutely no obligations of course.

Can I get a proposal for work?

Absolutely. Send me an email to gedequi@me.com or through LinkedIn with your project scope and I will be happy to help and advise. Absolutely no obligations of course.

Clients words

Clients words

CEO, Global Tech

“Always stimulating, provocative and very thoughtful.”

“Always stimulating, provocative and very thoughtful.”

“Always stimulating, provocative and very thoughtful.”

CEO, Global Energy

“Exceeded my expectations - our people are genuinely excited by the brand new visual identity.”

“Exceeded my expectations - our people are genuinely excited by the brand new visual identity.”

“Exceeded my expectations - our people are genuinely excited by the brand new visual identity.”

HR Director, Global Auto

“The creativity and design flair combined to create simple, yet effective designs and products for us which complement our programmes and offering, with a professional and exciting brand image.”

“The creativity and design flair combined to create simple, yet effective designs and products for us which complement our programmes and offering, with a professional and exciting brand image.”

“The creativity and design flair combined to create simple, yet effective designs and products for us which complement our programmes and offering, with a professional and exciting brand image.”

Senior Manager, Insurance

“It has been a pleasure working with you and benefitting from your fresh and creative ideas. Thanks again and looking forward to collaborating again in the future.”

“It has been a pleasure working with you and benefitting from your fresh and creative ideas. Thanks again and looking forward to collaborating again in the future.”

“It has been a pleasure working with you and benefitting from your fresh and creative ideas. Thanks again and looking forward to collaborating again in the future.”

CEO, Brewing

“Delivered a first class, insightful and commercially excellent brand proposition and positioning which is really helping us gain cut through in a highly congested and competitive market place.”

“Delivered a first class, insightful and commercially excellent brand proposition and positioning which is really helping us gain cut through in a highly congested and competitive market place.”

“Delivered a first class, insightful and commercially excellent brand proposition and positioning which is really helping us gain cut through in a highly congested and competitive market place.”

Global Head of Culture, Data

“Brought us big and bold ideas, new and fresh thinking, sleeves-up and get-stuck-in approach, undaunted by the scale (and, usually with us, the speed) of the task at hand and always, always a huge amount of fun!”

“Brought us big and bold ideas, new and fresh thinking, sleeves-up and get-stuck-in approach, undaunted by the scale (and, usually with us, the speed) of the task at hand and always, always a huge amount of fun!”

“Brought us big and bold ideas, new and fresh thinking, sleeves-up and get-stuck-in approach, undaunted by the scale (and, usually with us, the speed) of the task at hand and always, always a huge amount of fun!”

Head of Brand, Global Tech

“It was great fun, highly collaborative.”

“It was great fun, highly collaborative.”

“It was great fun, highly collaborative.”

SVP, Employee Engagement

“We admired the creativity, flexibility and understanding of our requirements as well as the agility.”

“We admired the creativity, flexibility and understanding of our requirements as well as the agility.”

“We admired the creativity, flexibility and understanding of our requirements as well as the agility.”

SVP, Comms and Engagement

“All the expertise we need in terms of creative and concept design. We always feel we are in safe hands.”

“All the expertise we need in terms of creative and concept design. We always feel we are in safe hands.”

“All the expertise we need in terms of creative and concept design. We always feel we are in safe hands.”

I have created many identities and led many global brand projects including:

FIFA - identity | Oxfam - identity | oneworld - identity | United Nations - (MAP) identity | UNNA resorts - identity | Farfetch - brand book | Volvo - brand guidelines / showrooms | 24 Hour Fitness - identity | BiC - identity / packaging | Tippex - identity / packaging | Mobil One - identity | China Bohai Bank - identity | Lenovo - brand story | Infosys - internal brand identity | Sage - identity / guidelines / packaging | London Eye - identity | Red Funnel Ferries - identity | Intercity East Coast - identity | Southbank Centre - member programme | Nissan - employee engagement | BNP Paribas - employee engagement | Strutt & Parker - brand engagement | EY - internal brand | Orange - brand engagement | Eurostar - brand program | Comic Relief - sub-brand | Kier Group - brand engagement | Zeneca & AstraZeneca - identity | Kia Motor Company - employee engagement | Christian Louboutin - employee engagement | Jersey Electricity - employee engagement | AXA - employee engagement | Experian - employee engagement | OS Maps - employee engagement

Contact me or feel free to reach out and book a free 30 minute video call.

Contact me or feel free to reach out and book a free 30 minute video call.

Contact me or feel free to reach out and book a free 30 minute video call.

gedequi@me.com

gedequi@me.com

gedequi@me.com

+44 (0)7812 037748

+44 (0)7812 037748

+44 (0)7812 037748

Ged Equi LinkedIn

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