Naming a long-term housing solution
The Challenge
A nonprofit that provides support to people experiencing homelessness was opening a new long-term housing project for those in need of shelter.
This new project needed a name that evoked comfort and refuge. It also needed to complement the name of an existing location run by the non-profit, The Crown (which had kept the historic name of the hotel that originally operated there).
The Solution
We focused on names that used the same structure (The [blank]) and tailored the scope to the project, exploring about 50 possibilites.
Out of those, the client selected The Lantern, because lanterns were historically placed in windows to signal that travelers could safely stay the night. The name also spoke to illumination, hope, and guidance, given that a lantern is a tool that lights the way.