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A name defines identity. It alludes to hidden meaning. It provokes thought. It intrigues and dazzles. It represents corporate culture and brand DNA. It's a lot of things. It's the most important thing. It's who you are.

CITTA logo


Founded in the 1930's, Arica is an innovative company that designs urban furniture for parks, streets and other public areas. Arica's benches, tables and water fountains have become a staple in Israel, and its products can be found in outdoor areas all over the country.


I collaborated with Arica on several projects. The CITTA project was probably the coolest of them all. Arica had just begun marketing uniquely designed granite flooring for city streets, and they needed a name for their new product. After careful deliberation and several creative thinking sessions, we came up with a winner: CITTA. The name is an ode to European aesthetics, old-fashioned craftsmanship, and the beauty of the city.


[Design: Dror Zuntz]

Clea De Novo

I was privileged to be chosen to create a name for this successful luxury jewelry store. The owner, who was inspired by ageless feminine icons such as Cleopatra, Nefertiti and Scheherazade, wanted the name to convey a "modern queen" feel.


The result is Clea De Novo, which, apart from being memorable, is also an equal reflection of timeless beauty and sophisticated modernity. The brand name was complemented by a tagline: Attractive. Feminine. Timeless.


I know I'm a little biased, but if you're looking for fabulous rings, earrings or necklaces, check out Clea De Novo online or drop by the store for a visit.

Clea De Novo logo
RealField logo


RealField is a family-owned company operating out of the the beautiful pastures of northern Israel.


The company's owners were looking for a name and tagline that would represent their connection to the outdoors and farming communities worldwide. They wanted to convey the values that they believed in: honesty, hard work, nature preservation and forward thinking. So they chose a name that echoes strong imagery: the earth at its most fertile, the sun slowly rising against vast citrus groves, men and women enjoying a cup of coffee outdoors, before returning to work under the great blue sky.


Virtuozo helps executives, artists, scientists, entrepreneurs and teams enhance their presence and create a stronger impact when engaging with others. Virtuozo founders Michael Weitz and Abigail Tenembaum believe that everyone has an innate capacity to be an excellent communicator, and to deliver a speech, a pitch or a lecture like a bona fide rock star.


Finding the right name for this special consulting firm wasn't easy. Many names were thrown in the air. One of the names offered was "Virtuoso". But then Michael and Abigail's trademark creativity kicked in, and they changed the "s" into "z". One small letter change made such a huge difference. And so "Virtuozo" was born.


Virtuozo's naming process is an example of the great things that can happen when people think together and collaborate. Here's to virtuosity!

Virtuozo logo
IBE Taglines
IBE Taglines 2

A Tale of Two Taglines

The naming process often includes taglines. But taglines are independant creatures, and sometimes attach themselves to business names that already exist. 

The world, in your words. This tagline was created for Versio Translations, a company that translates content into just about any language known to man. Rachel, the company's CEO, wanted the tagline to reflect the idea that the world is one big inclusive village, where anyone can be heard and understood.

Love Comes in Many Covers. This tagline was penned for Yoombah, a boutique business that designs and manufactures a variety of protective (and creative) covers for baby seats. 



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