THE WORK

Naming strategy playbook

I built the first naming strategy playbook for adidas, grounded in linguistics and brand principles. It covered how names should sound, what they should communicate, how they should behave across languages and markets and how to evaluate whether a name was right for the brand.

Workshop tool and facilitator guide

To make the strategy operational I built a workshop tool and facilitator guide that enabled teams across business units to run naming sessions independently. The goal was to embed the methodology into how teams worked, not just hand them a document to reference.

AI-powered naming generator

I built a bespoke naming generator for adidas using a ChatGPT integration. The backend includes engineered modifiers added to the user's prompt that refine the output to align with adidas naming and brand creative principles. The tool wasn't just AI, it was AI with brand guardrails.

Legal clearance and governance

Ultimately all names needed to be cleared by legal for trademark and usage rights. The playbook became gave timelines and transparency into this process.

THE RESULT

A scalable naming system across 6+ business units with a playbook, workshop methodology and AI tool that reduced concept-to-market timelines by 30%. Teams had a consistent framework, a faster way to work and a standard that held across the portfolio.

SKILLS DEMONSTRATED

• Naming systems and brand architecture

• AI tool development with engineered brand guardrails

• Linguistics-based strategic frameworks

• Workshop design and facilitation tools

• Cross-business unit governance and adoption