Agency Naming Guide: How to Name Your Creative Agency
You're competing in a category where every agency sounds the same. You need a name that shows personality, differentiates from competitors, and doesn't sound like every other creative shop. This guide covers the techniques that actually work for agencies—not theory, actual methods used by agencies that got clients and grew.
The TL;DR
Agency naming needs: 1) Available .com domain (non-negotiable), 2) Show personality and differentiation (agencies blend together), 3) Techniques like evocative naming or made-up words (stand out from generic agency names), 4) Scale across services (don't box yourself into one service), 5) Secure everything fast (domain, social handles, trademark). That's it. Most agencies skip steps 2, 4, and 5. Don't be most agencies.
Best Naming Techniques for Agencies
Not all naming techniques work equally well for agencies. Some help you stand out from generic agency names. Some are more likely to have available domains. Some show personality better. Here are the techniques that actually work for agencies, with examples from agencies that got it right.
Evocative names (names that make you feel something like R/GA, Droga5) create emotional connections and show personality. Made-up words (completely invented like Pentagram, Landor) are memorable and more likely to have available domains. Portmanteau names (combining words like Ogilvy, Wieden+Kennedy) blend creativity with professionalism. Acronymic hybrids (mixing initials with words like BBDO, DDB) work when you want to honor founders while staying modern. Visual metaphors (names that create a picture like Rethink, 72andSunny) help people remember you.
Avoid generic terms like 'creative,' 'digital,' 'group,' or 'collective' unless you have a strong reason. These words don't show personality—they show conformity. Everyone uses them. If you use them too, you're blending in. Stand out. Be different. Your name is free differentiation—use it.
Why Agency Naming Matters
Agency naming isn't just brand naming. You've got constraints that product brands don't have. You need a name that shows personality when every agency sounds corporate. You need something that differentiates when clients can't tell agencies apart. You need a name that scales across services when you might expand beyond your first offering. And you need it fast, before someone else takes it.
Product brands can rely on their product. They can rely on features. They can rely on reviews. Agencies? You get one shot to make an impression. If you pick a name that sounds like every other agency, you're starting with a disadvantage. If you pick a name that's hard to remember, clients forget you. If you pick a name that boxes you into one service, you're limiting your growth.
Clients see hundreds of agencies. A memorable name helps you stand out. A forgettable one means you blend in. This isn't vanity—it's practical. Make it easy for clients to remember you. Make it easy for them to refer you. That's how you get new clients. That's how you build a reputation.
Generic names = generic agencies. If your name could work for any agency, it won't work for yours. Be specific. Be different. That's how you get noticed in crowded categories. That's how you show personality when every agency sounds the same.
Domain Availability & Considerations
Domain availability is non-negotiable for agencies. Here's what you need to know.
.com is still king. Yes, you can use .agency, .creative, or other TLDs. But .com is still what people expect. When someone hears your agency name, they'll type yourname.com. If that doesn't work, you're making your life harder. Check .com availability first. If it's not available or costs $50k+, move on. Don't negotiate with domain squatters—just pick something else.
Check social handles too. Your name needs to work on Instagram, LinkedIn, Twitter, and Behance. If all the handles are taken, you've got a problem. Check social handle availability at the same time you check domain availability. Don't commit to a name until you've secured both. Social media is where agencies showcase work. If you can't get the handles, you're starting with a disadvantage.
Trademark availability matters. Check if the name is trademarked in your category. You don't want to build an agency brand around a name you can't legally use. Do a basic trademark search before you commit. If there's a conflict, pick something else. It's easier to change now than after you've built a brand. It's easier to change now than after you've won awards under that name.
Step-by-Step Agency Naming Process
Here's how to actually name your agency. Not just come up with ideas—actually pick a name that works.
Step 1: Define Your Agency's Personality
Know who you are, not just what you do. Your name needs to show personality when every agency sounds corporate. Are you bold? Playful? Serious? Experimental? Your name should reflect that. Look at your competitors. What do their names sound like? If they all sound the same, pick something different. If they're all corporate, pick something with personality. Stand out, don't blend in. Research your category. See what works. See what doesn't. Then do something different.
Step 2: Choose Agency-Friendly Techniques
Use techniques that work for agencies: evocative naming, made-up words, portmanteau, or acronymic hybrids. These are more likely to have available domains and help you stand out. Avoid generic terms like 'creative,' 'digital,' or 'group' unless you have a strong reason. Descriptive names can work, but they're also generic and hard to trademark. They work for established categories, but they don't help you stand out. If you're in a crowded category, pick something more distinctive. If you're creating a new category, descriptive can work.
Step 3: Generate 50+ Name Options
Create a massive list. Don't filter too early. Use multiple techniques. Mix and match. The best agency names come from quantity, not early filtering. Generate way more than you think you need. Most will be bad. That's fine. You only need one good one. But you won't find it if you stop at 10 options. Use our naming tool. Use brainstorming sessions. Use word combinations. Use everything. Then filter.
Step 4: Check Domain Availability First
Before you fall in love with a name, check if the .com is available. Agencies live online—domain availability is non-negotiable. If it's not available or costs $50k+, move on. Don't negotiate with domain squatters—just pick something else. Check social handles at the same time. If Instagram, LinkedIn, and Twitter handles are all taken, you've got a problem. Secure everything at once, or don't commit to the name. Don't fall in love with a name you can't have.
Step 5: Test with Your Target Clients
Ask people in your target market. Can they spell it? Can they remember it? Do they know how to pronounce it? If your clients can't say it, you've got a problem. Test before you commit. Show people your top 5 names. See which ones they remember. See which ones they can spell. The name that passes these tests is the one you want. Don't test with your friends. Test with real clients. Test with people who don't know you. That's how you get honest feedback.
Step 6: Secure Everything
Buy the domain. Secure social handles. Check trademark availability. Do this fast—good agency names get taken quickly. If you wait, someone else will grab it. Move fast, but not so fast that you skip the checks. Domain, social handles, trademark—do it all at once. Then you're done. Don't wait. Don't think about it. If you found something that works, secure it immediately. Good names don't wait.
Common Agency Naming Mistakes
Most agencies make the same naming mistakes. Here's how to avoid them.
Mistake 1: Using Generic Terms
Every agency uses 'creative,' 'digital,' or 'group.' If you do that too, you're blending in. Stand out. Be different. Your name is free differentiation—use it. Don't follow the crowd unless you have a strong reason. Generic terms don't show personality—they show conformity. Everyone uses them. If you use them too, you're just another agency in a sea of agencies.
Mistake 2: Not Checking Domain Availability
You fall in love with a name. You tell everyone about it. Then you check the domain and it's taken or costs $50k. Don't do this. Check domain availability first, before you commit. It's the easiest mistake to avoid. Don't fall in love with a name you can't have. Check availability before you get attached.
Mistake 3: Picking a Name That Doesn't Show Personality
You pick a name that sounds like every other agency in your category. Then you wonder why nobody remembers you. Stand out. Be different. Your name is free differentiation—use it. Don't blend in. If your name could work for any agency, it won't work for yours. Be specific. Be memorable. Be different.
Mistake 4: Not Testing with Real Clients
You pick a name you love. Your team loves it. But can your clients spell it? Remember it? Pronounce it? Test with real clients before you commit. If they can't say it, you've got a problem. Don't test with your friends. Don't test with your team. Test with real clients. That's how you get honest feedback. That's how you find out if your name actually works.
Mistake 5: Waiting Too Long to Secure
You find the perfect name. You love it. But you wait a week to buy the domain. By the time you check, it's gone. Good agency names get taken fast. If you find something that works, secure it immediately. Domain, social handles, trademark—do it all at once. Don't wait. Don't think about it. Good names don't wait. Someone else will grab it if you don't.
Frequently Asked Questions
How do you name a creative agency?
Agency naming needs to be memorable, available as a .com, and show personality. Use techniques like evocative naming, made-up words, or portmanteau. Avoid generic terms like 'creative' or 'digital' unless you have a strong reason. Generate 50+ options. Check domain availability. Test with your target clients. Pick one that stands out and shows personality.
What makes a good agency name?
Memorable enough that clients remember it after seeing it once. Available as a .com (or affordable). Shows personality and differentiation. Short enough to fit in email signatures and URLs. Pronounceable without explanation. Scales across services. That's the bar. Most agency names can't clear it.
Should agencies use descriptive names?
Maybe, but be careful. Descriptive names like 'Creative Agency' tell people what you do, but they're also generic and hard to trademark. They work for established categories, but they don't help you stand out. If you're in a crowded category, pick something more distinctive. If you're creating a new category, descriptive can work.
What naming techniques work best for agencies?
Evocative naming (names that make you feel something), made-up words (completely invented), portmanteau (combining words), acronymic hybrids (mixing initials with words), and visual metaphors work well for agencies. They're more likely to have available domains, they're memorable, and they help you stand out from generic agency names. Avoid generic terms unless you have a strong reason—they make you blend in.
How important is domain availability for agencies?
Critical. Agencies live online. If the .com isn't available or costs $50k+, you're making your life harder. You can use alternatives (.agency, .creative, .studio), but .com is still what people expect. Check domain availability before you commit. Don't negotiate with domain squatters—just pick something else.
Generate actual agency name ideas using 60+ proven techniques.
No more "brainstorming sessions" that go nowhere. No more blank pages. No more guessing. Just agency names that work.
Generate Hooks Now →