Howso
The how and why of AI
- Naming
Howso describe themselves as “the understandable AI platform.” The company set out to build an AI platform that doesn’t sacrifice integrity for power. We wanted to provide names that signaled the transparency and trust that comes from being able to look under the hood and see how everything works. Meaning why does one think that, Howso encourages an audience to ask the questions: why did the AI generate that information and how?
What we did
Previously Diveplane, this project was a renaming effort. We worked with the senior team to understand why the old name no longer resonated and what narrative they wanted to communicate moving forward.
In their words
“As someone who has owned the naming process of plenty of things in my career and learned to dread it (even though I love creative tasks), working with you and your firm has made naming a delightful and efficient process!”
Chris Hazard, CTO of Howso
What was the deal with…
Trademark
The team originally wanted to screen names in multiple countries but decided on a preliminary screening in the US to simplify registration.
URL
Although not a requirement for the project, the team was able to acquire howso.com with little effort.
The decision
At the end of the project, there was a short list of contenders that everyone favored from two rounds of naming. The team took a few days to deliberate on the naming options and were thrilled with where they landed.