Half Dreaming
Creative forces at work
- Naming
Half Dreaming is a creative agency that helps mission-driven organizations bring their brands to life. Led by a close-knit team in Charleston, the agency’s approach combines a knack for design, marketing savvy, and a genuine curiosity about the world around them. The name speaks to the head-in-the-clouds quality of creativity, but with an air of mystery—implying that the other half is grounded in strategy.
What we did
We worked with co-founders K.J. and Caitlin Atwood, who were in the midst of a nine-month road trip around the States. Their partnership, and their adventure across new landscapes, gave us some insight into what drives them personally and professionally. It also provided ample inspiration for our naming.
What was the deal with…
Trademark
We conducted preliminary trademark screening in the U.S. and we referred them to an IP attorney for deeper legal clearance on their top names.
URL
URL was not a driving force here. Being open to suffixes, they landed on halfdreamingagency.com.
The decision
The partners were ready to shed their previous name (Maranatha Design) for something fresh and evocative. After one round of naming, the decision came down to two strong contender names. We came together as a group to discuss the pros and cons of each, and Half Dreaming won out in the end.