Heirloom is a naming agency. We name and rename companies, products, services, and more.
Your name will outlast your logo and your strategy. Get it right.
Led by the author of Brand Naming, Heirloom brings Fortune 100 naming experience to every project—from startups to global rebrands.
Our clients
Our clients
We wrote the book on brand naming—literally. Our founder’s expertise has also been shared in Harvard Business Review, Entrepreneur, and beyond.
Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service, by Rob Meyerson
Harvard Business Review: How to Pick the Best Name for Your Company
Designing Brand Identity: A Comprehensive Guide to the World of Brands and Branding, by Alina Wheeler and Rob Meyerson
Entrepreneur: Don’t Change Your Brand Name—Unless You Really Have To
What we do
Brand positioning
Brand narrative
Competitive analysis
Company naming
Product and service naming
Nomenclature systems
Logo design
Color and typography
Brand guidelines
Portfolio architecture
Brand portfolio simplification
M&A brand strategy
Messaging frameworks
Tone of voice definition
Tagline and slogan creation
Quantitative research
Qualitative research
Customer insights
Who we serve
While Heirloom has worked extensively in technology and a handful of other industries, breadth of experience is a strength in its own right—fresh perspective from outside a category often makes brand work even stronger.
B2B tech
HPE
Salesforce
Citrix/NetScaler
Business services
Ontra
EMyth
Alongside
Emerging tech
Quantinuum
IonQ
Meta AI
Real estate
Irvine Company
Nestfully
Neovi
Healthcare
Pfizer
BrightInsight
Edwards Lifesciences
Creative agencies
Spiro
Longjump
GPJ
Financial services
Navanta
Zelle (Early Warning)
UOB
Other industries
JD Power
CEC
Environments
Our team
The agency is led by Rob Meyerson, whose brand consulting experience ranges from renaming startups to repositioning multibillion-dollar international organizations. Rob is the author of Brand Naming, co-author of the most recent edition of Designing Brand Identity, and host of the How Brands Are Built podcast.
Heirloom forms teams from a network of seasoned brand and marketing professionals who come together to solve specific client challenges. For every project, experts in research, strategy, design, naming, and other specializations are brought in to build the perfect team.
Collaborators
Rob Meyerson
STRATEGY, NAMING
Rob is a brand strategist, writer, and namer. As founder and lead strategist, he oversees all agency work to ensure Heirloom helps build brands that are clear, compelling, and consistent. Prior to launching Heirloom, Rob was global head of brand architecture and naming at HP. He is the co-author of Designing Brand Identity (sixth edition), author of Brand Naming, and has written for leading publications such as Harvard Business Review, Entrepreneur, and TechCrunch.
Mark Guthridge
DESIGN
Through design, Mark creates stronger connections between organizations and their audiences. Starting with a simple, strategic concept, he crafts brand expressions and experiences that overcome business challenges. His career has led him from New York to San Francisco and back again—including over a decade at premier brand identity firms. Mark specializes in logo design, visual systems, design implementation, and creative storytelling.
Peter Judd
DESIGN
Peter is an award-winning creative director and designer whose experience spans every stage of brand creation and management—from identity design to integrated advertising campaigns. His past clients include Nike, Sephora, Levi’s, Google, Silver Peak, Clean Energy, and Microsoft. Peter has been featured in Adweek, AdAge, HOW, and Print. Upon request, he will regale you with Burt Reynolds facts or stories about his time in a techno band.
Elaine Smith
ACCOUNT MANAGEMENT
Elaine is a 25-year account management veteran. Her career spans branding, design, and advertising agencies big and small. Before Heirloom, she worked at various Boston and San Francisco-based agencies including HUb, Organic, Mullen, Carat, and VML. Elaine is a strong client partner and our resident taskmaster, making sure we are all doing what we’re supposed to be doing.
David Young
WRITING
David has been writing copy, formulating messaging, and polishing up prose for over a decade now. After earning his MFA in Creative Writing, he got his start writing for tech startups and soon worked his way up to blue chip clients like Microsoft, AMD, DoorDash, Columbia University, and dozens more. He likes to say his speciality is taking complex ideas and explaining them to broad audiences using clear, beautiful, and creative language.
Rob Goodman
MARKETING
In addition to teaming up with Heirloom, Rob Goodman has worked with some of the world’s biggest brands: Google, Wix, and Simon & Schuster. His ability to blend business sense with creative strategy defines his journey. Rob thrives on collaboration, working hand-in-hand with clients on various projects, from shaping strategies to bringing ideas to life through creative production, content marketing, and brand building.
Recognition
Heirloom has been recognized by Clutch as a top branding and naming agency, receiving multiple awards across categories, including Top Brand Strategy Company, Top Naming Company, and Top Corporate Branding Company.
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