Creative Work

Master-McNeil has introduced many hundreds of successful new company and product names, year after year. The Creative Work section of this site includes the stories of our creation of many of these names. Reviewing our names and their origins is the best way to understand our work:  our names speak for themselves.

A new client of Master-McNeil gets the benefit of our 25 years of successfully completed naming projects, combined with the cutting-edge thinking and learning from our most recent projects.

We believe that no one does more creative new product and company naming work than we do.

We are especially proud and grateful that many of our clients have been with us for many years, some for multiple projects within the same company, and others as they’ve moved from company to company throughout their careers.


“Identity is not something we invest in the landscape, not in the lake or the forest or the mountain. Identity lies rather in our notions about the landscape and in the names we give it, names that are densely layered with meaning. Naming is obviously a way of making the unknown known, of creating a sense of belonging, but the names soon take on a life of their own, embodying history, myths, conceptions and misconceptions …”

- Karl Ove Knausgaard, “Travels Through North America”


Consumer Technology

Enterprise Technology

Financial & Professional


Brand Architecture