Why "Kinship?"

By Kevin MarshAugust 30, 2018

It took us a long time to come up with a name for our new agency. We went through several rounds over the course of too many months but nothing seemed to stick.

SuperGroup, Propaganda, Next of Kin, Mottoyoi, and Problematic were among the candidates we didn’t chose.

Pressure mounted as a legal entity, operating agreement, website, and a logo were waiting. Things need a name.

I thought of a tight-knit group of people, working closely together like a family both with each other and with our clients. Then I thought about what the outcome of that collaborative process would be: software, shipped with more quality and clarity. Put the two together and you get Kinship!

Tips for Choosing a Name

Struggling to come up with a name for your next thing? Here's some criteria that we found helpful to us during the process:

  1. Domain name availability: In 2018, a domain name matters less than before, and with hundreds of sTLDs it is pretty easy to find a domain name. Tools like Instant Domain Search were very helpful when evaluating our options. We ended up reaching outside the US to find ours and snagged a good “.it” TLD. Bonus: It has a double-meaning (as in “ship it”)!
  2. Social media availability: For us, GitHub was probably the most important... and while kinship was taken, it was unused and a quick email to GitHub support released it to us. We had less luck on Twitter, but were still able to snag some decent monikers across the other social networks. Adding prefixes like “hello” or “hey” and suffixes like your full domain name can help. We ended up with @hellokinship on Twitter and Instagram. Consistency is important, too!
  3. Branding opportunities: Does your name evoke a certain domain you can create related names from for products or services? The ship in Kinship immediately made me think of a space ship and the space program. After all, perhaps the ultimate “collaboration culminating in shipping a product” story in modern history was launching Apollo 11 and landing on the moon. And space is a wide frontier with all kinds of associated words and imagery. For example, we’re calling our agency-automation platform Houston after NASA’s mission control facility in Texas.