Wayfinder | Product Naming

Wayfinder designs sleek, performance-driven accessories for everyday carry. Before launch, the founder asked me to name the brand’s first travel collection of cardholders, wallets, and passport holders.

The names needed to be bold and memorable for the launch while staying flexible as the brand evolved. Without customer data to guide me, I started by:

• Interviewing the founder to uncover the core “Why?” behind Wayfinder
• Conducting keyword research for SEO optimization
• Analyzing competitors’ product naming strategies
• Crafting a story-driven manifesto to shape the naming process

These exercises uncovered that Wayfinder products are designed for those who live life on the move and value nimbleness and freedom over bulk. After brainstorming hundreds of potential names, ultimately landing on the FLUX™ Cardholder, DAYBREAKER™ Billfold Wallet, and BORDERLESS™ Passport Holder.

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