What’s in a name? In short, research. The goal is for the name to project the building’s identity and brand to its current and future prospects.
From the Boston Herald:
Krista Bourque, creative director of Branding Iron, a real estate branding studio inside Boston architectural firm Stantec, says a lot of research and thought goes into a name, including the history of a site, the surrounding neighborhood and an evaluation of the strengths and weaknesses of the competition. She says a building’s name is a big part of its brand identity and how a property is perceived by its investors, potential buyers or renters.
“Giving a building a name is about giving it a personality and creating an image that differentiates it from the competition,” adds Brenda Adams, owner of Adams Design, who has been naming projects since 1990, including the South End’s Penmark and North Station’s Strada 234.