Lea Chu

Group Director, Naming

Lea approaches every naming project as a ruthless hunt for what fits, from the familiar to the striking. Understanding each client’s unique truth is the foundation for all of her work.

Has worked with:

• American Express
• Quibi
• West Virginia University
• TouchTunes
• CVS Health
• Truth Initiative (formerly American Legacy Foundation)

Is an expert in:

• Strategic, aesthetic names
• Naming systems that breathe

Wants you to know:

• BA, University of Pennsylvania
• Fulbright Scholar
• Shudders at crosswords and scrabble.
• Likes knitting.
• Does her best naming in the dark.

Ideas:

• S+G Blog

  Becoming Solventum

• SMPL Q+A

  The Home Depot

• S+G Study

  Brand Architecture – Streamline. Simplify. Amplify.

• S+G Blog

  Walk that name back

• SMPL Q+A

  No battery? No problem—Rebranding a tech pioneer