Amae

The Art of Brand Name Discovery

Case Study — Brand Naming — 2020

Created an authentic brand identity for a solopreneur consultant through an intensive exploration process. What began as a challenging naming exercise evolved into a breakthrough that effortlessly guided the entire identity system. By prioritizing thorough discovery over rushed execution, this project demonstrates how patience in the foundational phase can accelerate overall delivery and enhance authenticity.

Matla Ahuna Project Metrics
2 mo.
from Start to Discovery
90%
Alignment with Personal and Business Values

Client Links

LinkedInInstagramFacebooknew WebsitePodcast

Challenge

Summary

Finding the perfect brand name for a solopreneur consultant required balancing personal authenticity with professional appeal. The challenge was intensified by the need to create something distinctive in a crowded consulting market while ensuring the name would resonate deeply with both the business owner and their target clientele. Early explorations revealed the difficulty of finding this precise balance.

Considerations

Market Tension

Traditional consulting names often rely on surname combinations or generic industry terms, creating a disconnect between the personal service provided and the corporate presentation. The client needed something that would maintain credibility with corporate clients while expressing their unique approach and philosophy.

Identity Integration

The name needed to function seamlessly across all brand touchpoints, from business cards to digital platforms. This technical and legal requirement added another layer of complexity, as many conceptually strong names failed when applied to practical usage scenarios or digital availability checks.

Emotional Resonance

Beyond functional considerations, the name needed to evoke the right emotional response from both the consultant and potential clients. This subjective element proved the most challenging, as initial concepts felt either too cold or too playful to capture the client's unique positioning.

Breakthrough

Summary

After exploring dozens of concepts without finding the perfect fit, research into cultural concepts around connection and trust led to a pivotal discovery. The Japanese term "Amae" emerged as a perfect encapsulation of the consultant's business philosophy and approach to client relationships.

Key Aspects

Cultural Depth

The term "Amae" describes a sense of trusting interdependence between people, precisely the relationship the client sought to build with her clients. This rich cultural concept provided depth and maning beyond what a constructed or descriptive name could offer, while remaining concise and memorable.

Distinctive Simplicity

The four-letter name offered practical advantages: easy pronunciation, strong memorability, and excellent availability across digital platforms. Its uncommon nature in the consulting world provided immediate differentiation from competitors while avoiding trendy naming conventions.

Immediate Recognition

When presented with "Amae," the client experienced immediate recognition - that rare moment when something feels both new and familiar simultaneously. This emotional connection confirmed we had found not just a name, but the essence of the brand itself.

Name to Identity

Summary

With the name serving as a strong foundation, the remaining elements of the brand identity developed naturally and cohesively. The discovery of "Amae" provided clear direction for all subsequent design decisions, creating a harmonious system rather than disconnected brand elements.

Elements

Typography

The typography system balances structured professionalism with approachable warmth, mirroring the duality present in the name itself. A refined yet soft serif font for headlines provided gravitas and expertise credentials, while a clean rounded sans-serif for body text ensured readability and modern appeal across all communication materials.

Color Palette

The color system evolved from deep research into cultural associations with trust and connection. A sophisticated palette of rich blues with vibrant warm accent tones avoided consulting clichés while communicating stability and thoughtfulness. The nautical inspired color theme worked harmoniously across both digital and print applications, providing flexibility without losing distinctiveness.

Visual Elements

Fluid wave-like patterns representing connection and transformation became signature brand assets that extended the meaning of the name into visual language. These elements provided a flexible system for creating recognition across different touchpoints, from simple business cards to comprehensive presentation materials, reinforcing the brand concept without explicit explanation.

Conclusion

Value of Patience

This project demonstrates how investing significant time in the discovery phase can yield disproportionate benefits throughout the remaining process. By resisting the temptation to rush to execution, we created a more authentic and effective result while actually improving overall efficiency.

Resource Efficiency

The thorough exploration phase eliminated costly revisions that occur when fundamental brand elements aren't fully resolved. By spending more time upfront, the overall project time and resources could be reduced, as each subsequent phase proceeded with clear direction and purpose.

Relationship Building

The collaborative discovery process strengthened the relationship with the client, creating deeper understanding and trust. This partnership approach ensured the final result truly represented both the business values and personal characteristics of the solopreneur, creating authentic ownership of the outcome.

Strategic Foundation

Beyond the immediate design deliverables, the comprehensive exploration provided strategic clarity that continues to guide the client's business decisions and communications. The brand name and supporting elements serve as decision-making tools, not just identity markers, delivering ongoing value beyond the project itself.