The team at The Working Assembly brought me in to help name a new soft goods brand rooted in beauty and sustainability. The brief was to find something that felt elevated and design-forward, but still carried a quiet sense of purpose.

We explored a range of directions, but kept coming back to the idea of the future. Not in an overly heavy or preachy way, but something softer. More optimistic. More effortless.

The name that ultimately stuck was Morrow. A light, airy take on “tomorrow” that feels clean, modern, and full of possibility. It hints at what’s ahead without over-explaining itself, which made it a strong fit for a brand grounded in thoughtful materials and a more conscious way of living.

My role was focused on developing and refining naming territory, presenting options, and shaping the rationale behind each. Morrow stood out for its simplicity and its ability to carry both beauty and meaning at the same time.

The result is a name that feels calm, considered, and future-facing. Easy to say, easy to remember, and built to grow with the brand.