Identity/Name generation. Had I known when I was in Mrs. McVean’s 3rd grade class in Memphis, Tennessee, that there were grown-ups who got to name stuff (other than their Cabbage Patch Doll) for a living, I probably would’ve claimed this as my future occupation instead of archeologist. Today, Branding and Identity work is something I still love to do. Instead of a sweating in a desert with a shovel, I dig into the psychology of a brand’s personality. In this case, a New York-based partnership between a Director and Executive Producer, needed a name for their full-service branded content and production company.