naming to

Words at Work

Verbal communications color brand perception as powerfully as visual design. More than that, a robust verbal identity—from name and tagline to copy and brand stories—is one of the simplest and most economical ways to build brand recognition.

River + Wolf offers six core services: name and tagline creation, plus marketing messages, brand storytelling, copy and script writing. All services include brand positioning.


Coming up with good brand names is not good enough. Names must play to prevailing social, economic, and political trends while simultaneously looking years ahead. They must also work across multiple media platforms, not infringe on existing trademarks, and avoid linguistic howlers in an increasingly global marketplace.

For these reasons and more, hiring a professional naming company with an established track record is one of the best business investments you can make.

To help you craft an expressive and credible name that takes into account intellectual property challenges, we’ve developed a time-tested process that allows us to toggle quickly between research, strategy, and creative execution.

Though every process is customized to meet the needs of individual clients, this approach ensures we meet a project’s objectives, budget, and timeline.

Creative Process


River + Wolf naming projects generally take between three to six weeks, including preliminary trademark screening. Express naming is also available. For interested clients, we also provide global linguistic services, screening names for possible negative associations, connotations, and pronunciation issues in worldwide languages.


Tagline Development

Nike’s Just do it and Apple’s think different are terrific taglines. However, even superb taglines require extensive marketing before they become synonymous with their brands. And while River + Wolf doesn’t mount advertising campaigns, we do create taglines worth spreading.


Brand Storytelling

From classic epics to the simple recitals of our days, stories connect us in ways both profound and pleasurable. They conjure up emotions, paint pictures in the mind, and express dreams and desires in ways easy to grasp and remember. Brand stories share this power.


Copy & Messaging

Before setting fingers to keyboard, we undertake in-depth research of your brand or company. This research, when combined with our passion for creating digital and print prose, results in crisp copy, engaging video scripts, and pitch perfect speeches/addresses.

Margaret is a wonderfully creative wordsmith, editor and naming expert. She adds value and insight into every project and consistently over-delivers. She has an easy, collaborative approach to her work that makes her a joy to work with.

Elainne Roberton, Director of Client Services, CB'a BrandEngine

Thank you for your passion and amazing skills. The process was absolutely fabulous. You went above and beyond and all of us at Unilever appreciate it. Feel free to use me as reference for future clients. I would be honored.

Gail B. Tifford, VP Media and Digital Engagement, Unilever North America

Thank you for helping us achieve some great names that will drive the overall success of our color cosmetic line. It’s been a pleasure working with you!

William Melendez, Associate Marketing Manager, Burt’s Bees

Thanks for all the great names and for such a clear and well-defined process. I will definitely keep River + Wolf in mind for future naming projects!

Bryce Goodwin, Director of Innovation, Belvedere Vodka

Margaret is wonderfully creative, using the deep insights, knowledge and inspiration of a long and entrepreneurial career in the arts to deliver compelling branding solutions.

Lohren Green, Head of Brand and Market Insights at Dolby Laboratories, San Francisco, CA

Margaret [Wolfson, Chief Creative at River + Wolf] was all around a pleasure to work with. She is a true wordsmith and a genius at her profession. She did an amazing deep dive and came up with excellent company name options that my partner and I both loved.

Matt Maroone, Co-Founder, Silver Mirror

River + Wolf’s Margaret Wolfson intuitively understood the message I was trying to convey. Her suggestions were so creative and fresh, and yet so true to my brand's character and story. And her commitment to my business was absolutely stalwart. I feel completely confident saying: River & Wolf is the best of the best.

Elizabeth Lane, Founder, Quarterlane Books

There are very few sure things in life. River + Wolf is one of them. They bring calm, order, and laser-like focus to the complicated process of branding. This results in unparalleled excellence, delivered on time and on budget.

Steven Cayre, Principal, BlueFinch Investments

The team at River + Wolf don’t just deliver—they exceed all expectations. They are unbelievably creative, enjoyable to work with, and thoroughly professional. We cannot recommend them highly enough.

Abe Tatar, Director, The Hysek Group, New York, NY

Through the use of masterful language and crystal-clear strategic thinking, River + Wolf helped us better organize and more clearly articulate the brand, mission, and vision of our PARTNERS® program. We could not have been happier with the results.

Yolande N. Spears, Vice-President, Education and Community Affairs, The Bushnell Center for the Performing Arts

All the names were such high-quality it was difficult to just pick one. We’ve only been using the new name for about three months, but there’s already a noticeable difference in how people perceive us.

Joseph Bramante, TriArc Properties

River + Wolf developed an amazing presentation of widely varying names. The name we ended up selecting is a perfect fit with our interest in buying and selling quality homes, and the all-important concept of location.They exceeded expectations in both project management and creative development.

Troy Palmquist, Founder, The Address

River + Wolf’s responsiveness was phenomenal, and I liked that the company principal was involved at all touch points. They were completely attentiveness to our specific goals. They did everything they promised and more.

Kevin Opps, Director of Marketing and Business Development, Encorus Group

River + Wolf is phenomenal. I've dealt with many vendors, and Margaret and her team are so pleasant to work with and so quick to respond, even on the weekends. Since we’re an international, multi-national company their flexibility was key. It was a great process for us. In fact, we were so happy that we used them for two company naming projects. 75 of our top distributors loved the name as well.

Jimmy Ezzell, Managing Partner, Wonder 7 Global