Three seaside hotels, one owner and a launch date that would not move. How we found a name, cleared it and designed around it in under two weeks.
Day one: 312 names
We start every naming project with volume. Our team wrote 312 candidates on the first day, from place names and fishing terms to invented words that simply sounded calm.
By day three the list was down to twelve. By day five, legal checks had removed eight of those. Naming is mostly a process of losing names you love.
Why “Pale Harbour” won
It describes the light on that stretch of coast at seven in the morning. Guests understand it instantly, it works in Portuguese and English, and it gave us a colour palette before we had drawn a single letter.
