Gradient
Climate-friendly comfort
- Naming
GRADIENT is the answer to the window AC units of yesteryear: the thunderous, leaky, inefficient eyesores that dot the skies of every major city. Beyond heating and cooling, Gradient is about holistic comfort. It’s a name that captures the flexibility and fluidity of this low-carbon AC unit, which blends into its environment as easily as a window sill.
What we did
We interviewed their CEO, CTO, and Head of Product to understand the impact of this system on an individual’s environment, and the environment. While there was still some love for the original name (TREAU—or, Thermodynamics Rules Everything Around Us), we delivered the final name after just one round of naming.
What was the deal with…
Trademark
We conducted a preliminary trademark screening in the US, and Gradient came back with only minor potential conflicts. After deeper legal clearance, they were able to move forward with registration.
URL
URL wasn’t a driver of the project, and the team was open to prefixes and suffixes. They were able to secure gradientcomfort.com.
The decision
Initially, Gradient wasn’t a frontrunner—but after sitting with it for a few weeks, they couldn’t imagine any other name. A good legal screening and some positive peer feedback helped seal the deal.