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A startup with a new direction and a great new consumer product for managing digital photographs, Phototablet needed a new name to match. They wanted a fun, approachable, consumer-friendly name that was not directly tied to any technology, but yet said something about their focus on digital imagery.

Our upbeat solution, Fotiva, was formed from the base-word Photo. We replaced the "Ph" with "F" to keep the opening syllable sound of the original word, yet create some distance between the solution and "photographic technology". Finally we added the linguistically light and playful "iva" ending to increase its overall approachability and sense of fun.