Nationally Sought-After Innovation & Branding Expert Launches Boutique Agency Focused on Naming Companies and Products

Pink Sky Namery, launched by Tracy Lazurus and her boutique insights and innovation consulting agency, Pink Sky, LLC., to revitalize the practice of brand naming with unique approach backed by proven results

NEW YORK--()--Pink Sky LLC, a boutique insights and innovation consulting agency, announces the launch of the Pink Sky Namery (Namery), a naming agency with the objective of creating fresh, marketable brand and company names for clients. Namery will work independently and in tandem with its parent company, Pink Sky, while remaining steadfastly dedicated to naming new brands, services, products, apps and more in the retail (with focus on CPG), online and business environments.

Clients of the Namery have included nationally known household names like Aetna, Mass Mutual, Hershey's, Hartz, Prestige Brands, DSM, Bauer, Ocean Spray and Unilever.

“A name can make or break you,” said Tracy Lazarus, Founder and Chief Naming Guru. “Your name is the fundamental building block of your company’s message, its story, and its potential. Importantly, it is also often a consumer’s very first impression of your company or product, so there are few components more important to get right. Now-a-days, advertising has become more fragmented and it is difficult to make a lasting impression; a strong name helps overcomes that obstacle.”

Lazarus spent over 13 years working in brand marketing for multinational consumer goods conglomerates like Unilever and Warner-Lambert, overseeing projects for Dove, Caress, Lever 2000, Vaseline and Q-Tips, and Trident, before opening Pink Sky, LLC in 2006. Her current Namery team includes two other highly talented, independent naming specialists, each of whom has worked extensively on leading brands at Fortune 100 companies; Judy McEvoy, a graphic designer, and Amanda Rangaiah, an advertising and marketing strategist.

As naming has become increasingly difficult in crowded markets with internet start-ups and traditional companies inventing new competitive products, naming has become not only increasingly difficult, but also increasingly important. Through her work helping clients with developing innovation, Lazarus saw the urgent need for a naming focus firm to get the process started right, especially for products in the beginning of the innovation funnel. The Namery utilizes an original naming process that balances consumer research and insights, and client subjectivity. Lazarus sees the client’s opinion as the forefront of the creative process and attains feedback throughout each step of the naming process.

Naming typically takes around one to two weeks, acknowledging that a quick turnaround is vital to many clients. It begins with an initial meeting with the client to understand their desires and needs. The Namery then uses their naming insights through research and outside inspiration for name development taking into consideration region, sound and other factors.

“A name must instantly communicate what makes the brand unique and special – this can be a difficult task for clients who are so close to the product or service,” added Lazarus. “By factoring in what feels authentic to the client, while also understanding the client’s place in the market, what research says, and what simply sounds good – we’ve pioneered a process that delivers results and sets the client up for success.”

The Namery also offers services like brand architecture, trademark research and linguistic services via a partnership. For more information about Tracy and Pink Sky Namery, visit


Levi Stein, 615-242-8856


Levi Stein, 615-242-8856