WANT

In short

WANT has been naming and building brands since 1999, with offices listed in New York and Miami, and naming is the skill it leads with: company names, product names, naming systems and the trademark and URL checks behind them. Strategy, identity, research and websites follow from there, aimed at companies going through a launch, merger, spin-off or change of direction. That naming depth is why it sits at #1 on our Miami list.

Recent case studies lean toward technology. NeuReality, an AI chip company, had a category name, NAPU, that buyers did not grasp; WANT replaced it with AI-CPU, wrote the line 'We Make AI Shine' and refreshed the identity. It named mortgage startup Revix and built the brand around 'Where Less Is More'. Logixboard kept its name but got new positioning, a new identity and names for its products.

Companies facing a naming decision, whether a new venture, a renamed division or a portfolio that needs a system, are the best match, and the client list scales up to Uber, Royal Caribbean, POLITICO and Cisco's Outshift. The firm says it has worked for 41 Fortune 100 companies. Teams that mainly need app or product interface design should hire a UX studio and keep WANT for the name.