So How do you choose a business name?

Short answer: You spend months writing down every word you can think of, the associated synonyms of said words, the etymology and symbolisms, mull over all the words, sleep on it, rinse and repeat.

My first hurdle when choosing a business name was the fact I don’t like my name. You’ll look at my name and say, why? It’s a perfectly normal name, but I just can’t visualise my name up in lights, with the Cath Kidson’s, Emma Bridgewater’s and Laura Ashley’s. They’re all recognised brands as themselves, unfortunately, and sorry to any fellow Becky’s – I just felt ‘Becky Nelmes’ didn’t have the same sort of gravitas!

Using your own name for your business can work very effectively. It offers a personal level and connection to your clients and potential clients. I recently designed a brand and website for my good friend Abi Newman.  She is a qualified counsellor and perhaps the nicest person you’ll ever meet. She is a very open professional offering an incredibly open, honest and personal service. It felt completely natural to use her name for her business as it is her, she is her own product.

For me though, I liked the idea of having a little bit on anonymity and a name that has potential for growth.

But Why Wolf? Why Rose?

I’m often on the other end of a keyboarding googling the meanings of dreams or the etymology of a word or saying, and after one particularly strange dream I found myself researching the meaning of animals.

I came across Wolf and my heart leapt a tiny bit.


Not at all the picture of ferocity or terror, the Wolf is a creature with a high sense of loyalty and strength. Another misconception is that of the “lone wolf.” To the contrary, the Wolf is actually a social creature, friendly, and gregarious with its counterparts.

The Wolf is an incredible communicator. By using touch, body movements, eye contact as well as many complex vocal expressions – the wolf makes his point understood. Other attributes of a wolf: loyal, intelligent, generous and friendly… well, need I go on?! Communication really stood out. It’s what I’ve done every day for over 5 years of my career, from architectural assistant to graphic designer, communicating through images, drawings, ideas, it’s what I do and it’s what I love.

I found a word and I found a meaning.


Wolf what? Wolf designs? Wolfcreate? Wolftastic?!

Urgh I was in a slump. It felt like I was back to square one.


It wasn’t ‘till I was coming home one day from work and noticed the rose plant outside was in full bloom, it really stood out, I smiled at it’s unapologetic beauty.

Rose. Rose, Rose…. Hmm. I like that.

BOSH! My business name had a counterpart, a perfect juxtaposition. The beautiful delicacy of a rose juxtaposed against the fierce strong position of the wolf.

When I think of a rose I think of love, passion, beauty.

Wolf & Rose.

Wolf: communication Rose: beautiful

Beautiful communication. 

Powerful communication starts with beautiful design.

And a name was born.

sign off

What’s in a name?

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