A startup software company, Upside Data was initially named after the founder—HFK Inc. The trouble with that name was that it gave the reader no idea who or what the company was. Siding or software? Aquarium supply or pinball repair?

After consulting with the founder and the CEO, we zeroed in on the word ‘data" as a way of signaling a potential range of meaning. From there, it was a matter of selecting a name that fit the product offerings and culture of the company. This was complicated by the fact that 99% of the words you could put in front of "data" to arrive at a name were already in use by other companies.

After much free-associative brainstorming, we arrived at Upside Data. This communicates well the ethos of the company: bright and forward thinking, unexpected, a pleasant surprise.