Naming products or new entities can be a challenge. (More power to whoever is naming  up these new pharmaceuticals today.) Other times not so much. It just depends. Take NUVO, for instance. Catchy name. Interesting spelling. You might think there’s a compelling story behind it, but there really isn’t. In 1989, Indianapolis had no trendy, pop culture rag alternative. It was Indy’s new voice and, thus, NUVO was born.


Branding, Copywriting