CoMMON Source

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WE ALL WANT THE SAME THING.

A future worth handing down.

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OVERVIEW

The conversation around environmental health was changing and this climate org felt the shift. They needed to set up a sub-brand that spoke a common language across party lines – to get to the root of health in general and use collective power to do something about it.

Detached entirely from the master brand, this new community needed its own unique name, which I was brought on to discover.

CHALLENGE

The central anxiety in this naming process was the realization that this climate org may not yet know enough about the target demographic, which risks pigeonholing the project into an identity that is far too narrow.

To navigate this, the naming strategy had to remain broad and non-specific so that could function as a permanent, high-trust “front door” rather than a temporary, “campaigny” pop-up.

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SOLUTION

I lead multiple naming strategy sessions to develop directions and name options. This helped me come up with the name “Common Source,” which immediately guided the identity, website, and social teams to build the brand.

The name helped Common Source realize we all want the same thing. The target demographic is parents and everyday people who believe families deserve honest information about what's affecting our health.

Healthy food, clean air, and safe water are things every family deserves and Common Source exists to ensure they have them.

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RESULTS

Through Substack, Common Source is starting to provide honest, accessible information about what's affecting our health. The ultimate result will be creating a future we can hand down.

Collaboration with ilovecreatives Studio