Mineral
Machine learning goes agrarian
- Naming
MINERAL is a foundational building block of life—it speaks to the necessity of the computational agriculture platform the team is building. It also suggests the nutrients and rich soil needed to grow healthy crops. Finally, Mineral is about data collection and the resulting insights of that information.
What we did
We worked directly with the leadership team in order to understand the challenge, the competitive landscape, and the roadmap. This put us in a position to figure out how we could have the most impact and lead into a story the team would be proud to tell. Working with the Mineral team was a dream project for us.
What was the deal with…
Trademark
While incubated at X, the name needed the ability to stand on its own and be registered. Hardware and software always make trademark difficult but the specific agricultural application here made finding a registrable name less arduous.
URL
Not a driving factor here. If Alphabet uses abc.xyz, their subsidiaries aren’t going to be stubborn about dot coms.
The decision
Mineral was presented in our second round of work. While the name quickly rose to the top for the team, we kept the focus on a small group of contenders until we were all certain Mineral was cleared legally.