BOC Global, Inc. had a strong vision for a multi-level marketing travel company. Because the sellers and buyers would exist in many part of the world, the name needed to be very simple and easy to grasp. The client wanted a simple, strong word with a direct meaning, as metaphors and coined word could prove challenging. Wonder speaks to the wonder of new experiences and also alludes to the Seven Wonders of the World. During our brand development meetings with the client, we identified three key naming territories for naming: the platform’s ease; exotic places; and adventure. The simplicity and memorability of Wonder 7 rose to the top.