Business Name Brainstorming Co-motion

March 10, 2016

Before launching their own brand, Jon and Stacey McClure asked Keyhole Marketing to help them identify a name for their new design studio. The couple previously worked as brand creators and developers at design firms around Indianapolis, so they knew the power in a meaningful business name. Sometimes it’s hard to see ourselves as we truly are, unless someone else holds the mirror. That was our role here. To turn the spotlight back on Jon and Stacey, see things from a new perspective and offer names that capture who they are, who they want to be, and how they want to be seen.

Getting to Know You

As with most things we create at Keyhole Marketing, it all starts with a casual conversation. The same applied here. We met Jon and Stacey McClure for drinks and a casual convo centered on getting to know what makes them unique. No surveys or questionnaires this time — just a meandering dialogue with intention. And after two relaxed hours, we found answers to the following questions:

  1. Can you tell us your personal stories — upbringing, family, education, career, marriage, etc.
  2. Why do you do what you do for a living?
  3. What will be the focus of your business?
  4. Who will you not be?
  5. What are a few words that describe your company’s personality?
  6. What are some business names you’ve considered?
  7. What are some names that are too general?
  8. What are some of your competitor’s names?
  9. How will you be different than them?
  10. How do you want people to feel when they hear your name?

Finding a Name That Matches

From there, we mined through their answers to see what themes appeared. We also highlighted any words or phrases that showed potential as a business name or tagline. After building an initial list of terms, we then cluttered things up even more by researching a host of synonyms and the etymology behind several words. We then walked away. A day or two later, we returned to the project, working as a group to create a top 20 list before researching available URLs. In the end, we presented the following names for Jon and Stacey to consider:

8 eyes
square knot
"We knew Co-motion was the winner as soon as we heard it. Keyhole perfectly captured the meaning and energy of our new company with that one name. It became the foundation of our brand story."
Stacey McClure, Co-motion

Putting the Name Into Context

After identifying the name and securing the URL (, our next step was to add some context around the name by writing content for the brand launch landing page. Referring to all our curated data, we drafted the following content — many of which can still be found on the fully developed website today.

Great brands rise to the top
with the right amount of agitation.

Let’s shake things up.


At our design studio, we infuse your unique story with our combined experience to create a powerful, compelling brand.


With co-motion, we blend our distinct styles, ideas, and perspectives into one cohesive design concoction.

"As designers, we had not been on the client side often—but with Keyhole, they made us feel right at home. We have been blown away by the compliments we received from our clients, vendors, and colleagues regarding our name."
Jon McClure, Co-motion

Capturing On-Brand Headshots

Capping it all off, we ventured to the Broad Ripple area of Indianapolis and took photographs of Jon and Stacey in front of a wall that seemed to be designed for their brand.

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