Samsung asked our team to brainstorm names on weekly deadlines for anything they sent our way, from devices to apps to screens to hinges (yes, hinges, like a flip-phone hinge).

Our direction was to deliver names that were short — one or two syllables — US-centric and Gen Z-friendly.

The creative permission to rack our brains for endless synonyms, invent portmanteaus and draft rationale about each of the names we sent over was like a jolt of writing caffeine each week.