Strategic Naming Consultancy · Amsterdam

Own the name.
Win the game.

We create names that become strategic assets. For companies, brands, and product portfolios competing in international markets.

Start a Naming Project See Pricing
20+
Years of experience
100+
Brands named
10+
Countries served
🏆 Nationale Naamprijs — Dutch National Naming Award
Trusted by market leaders across Europe
ABN AMRO Subway Europe KIA Zilveren Kruis TUI Thales Talpa WestJet Airlines Leen Bakker Topicus ABN AMRO Subway Europe KIA Zilveren Kruis TUI Thales Talpa WestJet Airlines Leen Bakker Topicus
What We Do

Names are strategic weapons.
We build them.

Every name we create is backed by linguistic research, cultural analysis, and trademark intelligence. No random brainstorms. No AI word generators. Pure craft.

Company Naming

A name that positions your company from day one. Built for trademark registration, domain availability, and international resonance across markets.

Brand Naming

Strategic brand names anchored in positioning. We develop the name alongside the brand narrative so they reinforce each other and drive recognition.

Product Naming

Naming systems for product lines that scale. From a single hero product to a portfolio of sub-brands, with clear architecture and room to grow.

Workshops & Speaking

Keynotes and interactive workshops on the art and science of naming. For teams, events, and executive offsites across Europe.

Selected Work

Names that made
the market.

Real naming projects for real companies. Each one a unique challenge solved with strategic thinking and linguistic craft.

Banking & Finance
ABN AMRO

Brand naming & verbal identity for a major European bank's new retail offering. Navigating regulatory constraints while building emotional resonance.

Brand Naming Verbal Identity
Automotive
KIA

Product naming strategy across European markets. Naming systems that work across languages, cultures, and dealer networks.

Product Naming Naming Architecture
Healthcare Insurance
Zilveren Kruis

Company naming & brand strategy for a Dutch health insurer. Positioning work that communicates care without sacrificing clarity.

Company Naming Brand Strategy
Quick Service Restaurants
Subway Europe

Sub-brand naming for new European market entries. Local relevance with global coherence across 15+ country operations.

Sub-brand Naming International
Transparent Pricing

No surprises. No hourly billing.
Just results.

Fixed-price engagements so you know exactly what you're investing. Every tier includes research, shortlisting, and a rationale deck.

Company Naming

One entity, one unforgettable name

€15,000

10–15 day turnaround

  • Strategic naming brief & positioning
  • Linguistic & cultural analysis
  • Curated shortlist of 8–12 names
  • Trademark pre-screening (Benelux + EU)
  • Domain availability check
  • Rationale & presentation deck
Get Started →
Most Popular

Brand Naming

Brand strategy + name, built together

€25,000

10–15 day turnaround

  • Everything in Company Naming
  • Brand positioning strategy
  • Competitive name landscape audit
  • Tagline & verbal identity direction
  • Extended shortlist of 15–20 names
  • Stakeholder presentation session
Get Started →

Full Portfolio

Multi-name system for product lines

€35,000

15–20 day turnaround

  • Everything in Brand Naming
  • Full naming architecture system
  • Sub-brand & product line names
  • Naming guidelines & governance doc
  • International trademark pre-screening
  • 2 rounds of stakeholder review
Get Started →

Custom projects? Enterprise scale? Multiple markets? Let's talk →

Start a Naming Project
How It Works

From brief to brand.
In days, not months.

01

Discovery Call

We dig into your business, market, competitors, and ambitions. 60 minutes that shape everything.

02

Research & Strategy

Linguistic deep-dive, cultural mapping, competitive name landscape. We find the white space your name will own.

03

Name Development

Curated shortlist with rationale for each name. Trademark pre-screened. Domain-checked. Ready for decision.

04

Delivery & Launch

Final name with full rationale deck, trademark filing guidance, and verbal identity direction. You're ready to own it.

FAQ

Questions we get
all the time.

Every project starts with a 60-minute discovery call to understand your business, market, and ambitions. From there, we conduct linguistic and cultural research, develop a curated shortlist of names with rationale, run trademark pre-screening, and deliver everything in a structured presentation deck. Most projects complete in 10–15 days.

We offer three fixed-price tiers: Company Naming at €15,000, Brand Naming at €25,000, and Full Portfolio Naming at €35,000. Prices are transparent — no hourly billing, no scope creep. Custom engagements for enterprise scale or multiple markets are available on request.

Company Naming and Brand Naming projects are completed in 10–15 business days from the start of research. Full Portfolio projects take 15–20 days. We don't believe naming should take months — a focused process with clear milestones delivers better results faster.

Yes. We offer a white-label partnership model for branding and design agencies who need naming expertise for their clients. Your client sees the work under your brand. Reach out to discuss how we can work together.

Every engagement includes a strategic naming brief, linguistic and cultural analysis, a curated shortlist of names with written rationale for each, trademark pre-screening (Benelux and EU), and domain availability checks — all delivered in a professional presentation deck.

We've worked across finance (ABN AMRO), food & beverage (Subway Europe), automotive (KIA), healthcare insurance (Zilveren Kruis), travel (TUI, WestJet Airlines), technology, and more. Naming is a transferable discipline — we adapt our approach to every sector.

Namarama was founded by Floris Hülsmann, known as "the Naming Doctor." With over 20 years of experience, he is the winner of the Nationale Naamprijs (Dutch National Naming Award), author of Maak je naam onvergetelijk, and host of De Namarama Show podcast.

Yes — our Selected Work section features case studies for ABN AMRO, KIA, Zilveren Kruis, and Subway Europe. Each shows the scope and type of naming challenge we solved. For a deeper portfolio walkthrough, get in touch directly.

Floris Hülsmann - Founder of Namarama
Meet Floris
The Mind Behind the Names

Floris Hülsmann

Founder & Chief Naming Strategist

For over 20 years, Floris has been creating names that define categories and win markets. Known throughout the Netherlands as "the Naming Doctor," his work spans global brands from ABN AMRO to Subway Europe, blending linguistic science with creative intuition.

Author of "Maak je naam onvergetelijk" (Make Your Name Unforgettable), host of De Namarama Show podcast, and winner of the Nationale Naamprijs — the Dutch National Naming Award. A regular contributor to media conversations on branding strategy and naming best practices across international publications and broadcast platforms.

20+ Years Published Author Podcast Host The Naming Doctor Media Contributor Nationale Naamprijs Winner
“

A great name doesn't just describe what you do. It becomes what you are.

Floris Hülsmann

Get in Touch

Start a naming project.

Tell us about your project. We'll review your brief and get back within one business day.

Ready to own your name?

Book a free 30-minute discovery call. We'll explore your naming challenge and map the path forward.

Start a Naming Project floris@namarama.nl