We'll find you a name
that will make your name
We're Marek Linhart and Tomáš Mrkvička, two seasoned advertising veterans. We love words and we're not afraid to use them. Name & Fame is our creative boutique focused on naming.
If you need a name, you're in the right place
Coming up with a name for a new company, brand, or product isn't easy. It's often a frustrating journey full of hesitation, indecision, and results nobody really loves. From experience we know it won't be completely painless even with us, but we can promise you a result that’s worth it.
We don’t invent
We search and we find
We don’t like to talk about "inventing names". Anyone can invent one – it’s easy. ChatGPT will spit out hundreds in minutes. But you don’t need hundreds. You need one great one.
- • A name that sets you apart
- • A name that triggers the right associations
- • A name that's easy to remember
- • A name that's easy to use
And that’s the hard part. It takes heaps of word-play, but even more thinking, sifting, sorting, and deciding. It demands experience and feel, patience and stamina – especially now that free domains are disappearing and trademarks are multiplying.
Tomáš
Tomáš is a creative strategist. At Name & Fame he’s in charge of strategy, briefs, and selection.
What we’ve already named and renamed
Arvum
PPF approached us to find a name for their new investment group. In Latin, “arvum” means cultivated land, which felt like a fitting metaphor for growth. At the same time, it’s a refined name that carries weight and inspires immediate trust—something paramount in the financial sector.
Ambit
A young law firm specializing in VC and technology outgrew its original name, Mavericks (which we thought was brilliant, by the way). They wanted a name to support their continued growth beyond the close-knit VC community. Ambit combines ambition, bold moves (gambit), and feels dignified for an established law firm—while keeping a subtle touch of that tech-savvy “bit” feeling.
Trezor
Tomáš found this name for a bitcoin wallet. He convinced the founders that their hardware wallet shouldn't be another "bit-something" like everybody else, but "Trezor", even though the word means nothing to English speakers. The name stood out and today Trezor is the world's best-known crypto wallet.
Malcom
When 4trans outgrew its original name, it needed an international name with a story. Mára eventually found "Malcom Finance", inspired by Malcom McLean, inventor of the shipping container and father of modern logistics. Thousands of companies worldwide can now say, "Malcom takes care of that for me."
Hedepy
Mára uncovered this name while Creative Director at agency YYY. The founders were looking for a friendly-sounding, brand-new word for their online therapy start-up. Today Hedepy (yes, "head" + "happy") leads the online therapy field, helping people in the Czech Republic and fifteen other countries.
Cashtec
Another joint project. Mobilní pohotovost needed a name for its new phone-and-electronics buy-back service – something that felt modern, quick, and straightforward. That's exactly what Mára found.
Filmana
Another Mára's name from his YYY days. Friends were launching a "Christian Netflix" and needed a simple name for spiritually themed films – food for the soul. Filmana is still going and the films really are divine.
Orchestra
Orchestra isn't strictly our name – it was coined by our friend Radek Antl. Beyond naming itself, Tomáš handled everything around it – from strategy to recommendations. We can help like that too, acting as naming consultants to steer you through the process and point out the best ideas you, your creatives, or your team come up with.
Kytary
"Did you invent Kytary?" No, but we kind of saved it. Kytary came to us after an international naming agency advised them to rename for foreign expansion. Tomáš dove in as a naming consultant and you know the result: Kytary stayed Kytary.
Upgrape
Upgrape was the first name we created together. It was a wine shop for millennials with global ambitions. Originally called "Srdcovina", but you can't cross borders with a name like that. Tomáš did all the strategy; Mára came up with this playful name.
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Having a great name is great
Does a name even matter? Aren’t lots of brands called something pretty odd – even bad? Sure. You can do business with almost any name (just like you can live happily with the surname Mrkvička aka "little carrot").
But isn't it a pity when your name isn't working 110 % for your brand? A name makes the first impression. It's everywhere, from business cards to the product itself. And it’s not something you change easily. We think it’s better to get it right from the start.
Why we founded Name & Fame
- • Naming is a specific craft ordinary creatives and copywriters don’t master
- • There’s no specialized naming agency in the Czech Republic
- • We’re good at names
- • We love working together and we’re in sync
From strategy to trademark
We have a finely tuned naming process and handle it end-to-end.
Strategy & brief
We thoroughly analyse the situation and craft a creative brief. Everybody says that, but we actually do it – Tomáš is one of the most sought-after strategists in Czechia.
Name generation
A creative brainstorm – Mára’s specialty. We’ll generate hundreds of options for one brief. And yes, we use ChatGPT too. Plus dictionaries and good old human creativity.
Selection & validation
This is the critical phase. We have strict criteria, but also intuition and feel. And when needed, we test with target groups.
Legal & digital research
The painful part where most great names die. We won’t promise you a free .com domain, but we can advise how to handle domains and trademarks wisely.
Frequently asked questions
Who do you work with?
We work with major brands, e-commerce businesses and startups: anyone who values time saved and a professional result.
What will we receive at the end?
You’ll receive a presentation of 5–10 names, with explanations, a detailed evaluation and a preliminary trademark screening.
How long does it take?
The entire process usually takes up to a month, depending on our current workload.
How much does it cost?
The price depends on the size of your company and other circumstances. A complete project costs at least CZK 100,000.
Can you also design a logo and visual identity?
We don’t do that ourselves, but we know graphic design studios in the Czech Republic and can recommend one.
Will you create a name for free?
If you are a nonprofit or charitable project that catches our interest, we can talk about it.
