Wayfinder | Product Naming

Wayfinder creates modern, minimal, performance-driven accessories that provide customers with sleek solutions for their everyday carry. In preparation for launch, the founder asked me to name Wayfinder’s inaugural travel collection of cardholders, wallets, and passport holders.

This was an interesting challenge. On one hand, Wayfinder’s products needed bold names worthy of the brand pre-launch—on the other, the names needed to be flexible enough to grow with what the brand would become post-launch. Without any customer data or insights to guide the process, I dove in by:

• Facilitating interviews with the founder to better understand the center “Why?” behind Wayfinder products
• Conducting keyword research and analysis to optimize for SEO</li><li>Creating a competitive analysis of naming for similar carry products
• Crafting a story-driven manifesto based off of findings to guide producing naming

From this, I determined Wayfinder accessories were built for those who live their lives in motion. They didn’t want to be weighed down by bulky items—they wanted products that were nimble and untethered, just like them. I took this emotional throughline and went to the whiteboard—writing down hundreds of possibilities for each of the 3 Wayfinder products.

The FLUX™ Cardholder, DAYBREAKER™ Billfold Wallet, and BORDERLESS™ Passport Holder were the final choices. With a satisfied founder in tow, the names went on to be trademarked for a successful launch of an iconic set of accessories.