When we set out to name this thing, we thought it’d be easy. Spoiler: it wasn’t.

Naming a startup is way harder than naming your pet, your band, or even your kid. (At least with your kid, there’s a giant baby name book. With startups? You’re mostly just yelling random words into the void and hoping one sticks.)

So we grabbed a copy of Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service by Rob Meyerson, locked ourselves into a naming sprint, and started digging into what actually makes a name *work*.

What We Learned from the Naming Trenches

According to the book (and a lot of trademark lawyers who charge by the hour), good names aren’t just clever. They’re:

• Strategic → tied back to what you actually do

• Creative → memorable, fun, and not boring

• Technical → legally available, easy to spell, pronounce, and scale globally

Bad names? They’re inside jokes, trend-chasers (looking at you, “-ly” startups), or stuff you need to explain every single time.

We didn’t want “FlyEZ” or “Bookly” or some Frankenstein name that sounds like a typo. We wanted something bold. Something with staying power. Something travelers could remember while sprinting to catch a flight.

Our Process: From Chaos to Clarity

We started with a brand brief:

• We’re like Shopify’s Shop App—but for airfare.

• Our values: speed, security, and simplicity.

• Our vibe: confident, modern, and not corporate-boring.

Then, the messy part: brainstorming.

We came up with 164 names. Yes, 164. No joke. But that's part of the process!

Sticky notes, mind maps, random dictionary words, bad ideas that made us laugh (pro tip: always try some terrible names—they clear the creative pipes).

We explored everything from birds and flight metaphors to techy-sounding made-up words. We tried descriptive names like “OneClickAir” (yawn), abstract names like “Nimbus” (already taken, shocker), and compound names like “SkyFast” (felt like an airline, not us).

We even tried freewriting, sprinting, and using word combiners that spit out Frankenstein mashups like “JetFuse” and “Travelrize.” Spoiler: those did not make the cut.

Step: Read the Book! It helps.

I took notes and created a brand guide, which I then shared with Brian, Co-Founder and CTO.

Step: Naming Brief

Step: Coming Up with Names – We Had 164 Names, Seriously.

Step: Top Name Scorecards

Step: Narrow Down the Top 5 and Ask ChatGPT Pros/Cons

Step: Land on Top 3 and Have Legal Review

Last Step: Choose The Name

After a ton of steps, patience, research, and legal review, Movmo was chosen!

Movmo = movement + momentum.

It felt:

• Fast (you can almost hear it “move”)

• Global (no weird spelling, works across languages)

• Expandable (doesn’t trap us in just airfare—we can grow into trains, cruises, hotels down the line)

• Unique (short, punchy, not already plastered on a million billboards)

When we tested it, people remembered it. They liked saying it. It had that “stickiness” the book drilled into us.

Why Movmo Fits Us

Movmo isn’t just a name. It’s the heartbeat of what we’re building:

• One account. One-click. Keep moving.

• It’s the opposite of sitting there filling out the same damn form for the 10th time.

• It’s speed, simplicity, and a little swagger.

Because travel should feel like freedom—not friction.

Wrapping It Up

We didn’t want a name that sounded like a bank, or a knockoff app, or a B2B SaaS company no one remembers after the sales call.

We wanted a name that felt alive. That said: you’re going places.

And with Movmo, you are.

If you want more of an igih

PS: Want to see where this is going? Sign up below and get an early look at how we’re rebuilding airfare booking from the ground up.