Some of the most meaningful brand work I’ve done has been about helping an organization see itself differently.Tides Canada was evolving, and the old name no longer represented where the organization was going. I worked with strategy and the broader team to uncover the idea of momentum at the heart of the organization: what happens when people and communities come together and move something forward.That thinking led to MakeWay. I helped develop the name, identity and brand story, as well as work through the internal alignment needed to bring a significant change like that to life.For me, this was a great example of how naming can do more than identify an organization. It can change how people understand its ambition.Skills: Naming, brand strategy, positioning, verbal identity, identity development, organizational alignment, creative collaboration.