Naming is my least enjoyable creative endeavor, albeit at times, also the most satisfying. It’s creatively challenging because there are so few names left, thanks to podcasts, social handles, blogs, personal sites, Amazon, etc. The New York Times wrote about this a while back with “All Your Favorite Brands, From BSTOEM to ZGGCD: How Amazon is causing us to drown in trademarks.” But it’s also a challenge because naming is personal, causing people to lose objectivity. It’s why branding agencies often struggle with branding themselves. “I’ll know the name,” the client says, “when I see it.” And that’s when your heartaches begin. I didn’t immediately see the name yellowell, but I also didn’t have to do much concepting to find it. I just had to write down “do re mi.”