Brand Name

After feedback in yesterday’s crit, I realised it was time to think beyond the project and shape it into a full brand. Seeing my peers develop strong brand concepts pushed me to define my own direction.

I began by mind mapping potential names and straplines, focusing on words that felt fun, friendly, and approachable, because humour is central to this brand. It’s about more than just information; it’s about shared experiences that are awkward, frustrating, or silly, told in a human, light-hearted way.

The core themes of the business are neurodivergence and transport, so I set out to find a name that communicates both clearly and creatively. It needed to be informative but not clinical, playful but not vague—something that hints at travel, navigation, and the unique ways neurodivergent people map the world.

Creating a Business Name

• NaviGreat - A playful twist on “navigate” that links travel with a positive outlook, subtly insinuating alternative ways of navigating the world.

Neurodivergence: Suggests alternate or clever ways of navigating

Transport: Clearly tied to travel and orientation

• Mind the Map - A twist on “Mind the Gap”. It links maps (travel) with the idea of "minding" (awareness), suggesting different cognitive ways of processing routes.

Neurodivergence: Highlights different ways minds work

Transport: Maps are central to travel and planning

• NeuroRoutes - A strong, direct combination of neurodivergence and routes (as in transport paths). This one is more Clear and memorable. It communicates my concept straight away.

Neurodivergence: Explicitly uses “Neuro”

Transport: “Routes” clearly references travel path.

• Lost&Found - Suggests confusion and recovery, common in both travel mishaps and neurodivergent experiences.

Neurodivergence: Speaks to the emotional side of feeling ‘lost’ cognitively