At the heart of our naming and identity process was the creation of a comprehensive word cloud (a visual brainstorming tool that helped us distill the essence of the brand into key concepts and associations). This exercise proved invaluable in identifying the core language that would resonate with our target audience.

1. Keyword Generation

We began by conducting brainstorming sessions with stakeholders, potential users, and team members to generate a comprehensive list of words associated with the app’s functionality, benefits, and emotional appeal. Terms like “photo,” “AR,” “booth,” “beauty,” “colorful,” and “try it” emerged as central themes.

2. Thematic Categorization

We organized the words into thematic clusters—technology terms (AR, cloud, click it), user actions (snap, view, try it), product categories (cosmetics, nails, beauty), and brand attributes (fun, exciting, vibrant, shiny, colorful). This helped us understand the different facets of the brand identity.

3. Visual Weighting & Color Coding

Using specialized word cloud software, we weighted terms based on their importance and frequency in user research. More critical concepts appeared larger in the visualization. We applied our brand color palette—vibrant pinks, purples, greens, and blacks—to different word categories, creating a visual hierarchy that reflected our design direction.

4. Name Selection & Validation

The word cloud revealed “HUE” as a standout option for us. It was short, memorable, directly related to color (the app’s core value proposition), and easy to pronounce. It appeared prominently in multiple variations, reinforcing its significance. We validated this choice through focus groups and market research, confirming it resonated with both vendors and consumers.