After completing one naming venture with entrepreneur Jimmy Ezzell, we were excited to be on board for another—a members-only, discounted travel booking platform. Jimmy and team liked a wide range of naming styles, from the metaphoric (Duffel) to the coined (Afari). Given the company’s global market, however, a suggestive name like TripValet proved the ticket. Sweetening the name? An exact match dot com was available.