The art of naming: An essential, overlooked part of the design process

For Yovanov, industrial design was the starting point for a career that would eventually take him through environmental graphic design, branding, innovation and, ultimately, naming. 

Yovanov graduated from UC’s College of Design, Architecture, Art, and Planning in 2011 with a degree in industrial design. He chose the major after struggling to decide between architecture and graphic design, seeing industrial design as a middle ground between the two. 

His career after DAAP followed a similarly interdisciplinary path. His first job took him to Toronto, Canada, where he worked as a junior environmental graphic designer focused on wayfinding and signage. After three years, he moved to New York City and transitioned into branding. He later worked as a brand strategist for an interior design firm in Chicago, creating brand stories for hotels, restaurants and other spaces, before moving into innovation. 

That variety of experience became important when Yovanov returned to DAAP through DAAPx with his project, “How to Name a Planet.” 

“I’ve made some incredible friends that are still really close today. We are always looking for opportunities to come back, and then the opportunity for DAAPx showed up on LinkedIn. I still have family in the area, so it was a two-part decision for me where I was able to get involved with DAAP, but also come back to Cincinnati to see family,” Yovanov said. 

The project focused on naming as a part of the design process and explored how language and words can serve as powerful design tools. For Yovanov, naming offered another way to work across different areas of design, from architecture and urban planning to real estate developments, graphic design and consumer products. 

Yovanov’s interest in the topic came from his own professional experience. Naming had become an important part of his work, but it was also an area he saw as relatively uncommon in traditional design education. 

He wanted to use his DAAPx presentation to introduce students to naming and demonstrate how it can fit into a larger design process. 

Rather than simply presenting his portfolio, Yovanov wanted to challenge himself to create something that would provide value to students. The title “How to Name a Planet” was designed to make the idea more memorable while giving the presentation an unexpected frame. 

“As someone who's gone to a lot of design conferences, I went into it trying to create something that I would want to see,” Yovanov said. “I think a lot of talks can be dry if it's just someone showcasing case studies, so I wanted to challenge myself to create something specifically for DAAPx that created value for a student watching as opposed to saying, ‘I’m Patrick, and this is my work.’” 

Preparing for the project meant determining how to explain naming in a way that was both creative and practical. Yovanov focused on showing where naming can enter a typical design timeline and how designers can incorporate it into their work. 

Yovanov presented the project at DAAPx in March, bringing together his professional experience and his background in design education. He said he was happy with how the presentation turned out and received positive feedback. 

For Yovanov, the project was also a success because it helped him reconnect with the college. Friends from his time at DAAP watched the presentation virtually, and he later attended the DAAPworks exhibition in Chicago, where he ran into Assistant Dean Claudia Rebola. 

“I introduced myself, and she recognized my name and the project right away,” Yovanov said. “Even little things like that show me it's a successful project. The goal for me was to create value, but also plant some seeds to get more involved with UC as an alum, and I think it did that.” 

The experience reinforced Yovanov’s belief that naming can play a larger role in design than it might initially appear. 

His work centers on finding names that can quickly become the foundation for something “beautiful and immersive” while telling a compelling story. Naming allows him to combine language, strategy and design while continuing to work across different creative disciplines. 

Looking beyond the project itself, Yovanov said one of his biggest takeaways was the value of making his creative practice more visible and building connections. As a freelancer, he appreciates the independence of his work but said independent contractors do not always have the same day-to-day opportunities to connect with others. 

“Being a freelancer is valuable in terms of being your own boss,” Yovanov said. “You can create your own style of work being an independent contractor. But not many people see the work. Your interactions are more limited than day-to-day in an office building, so making my creative practice more visible was really a goal of mine for 2026.” 

Through DAAPx, he found an opportunity to share what he has learned, work with students and become more involved with the college, something he plans on continuing in the future. 

“I want to keep thinking about how I can make more connections that feel good,” Yovanov said. “DAAP is one of those ways. I like being involved. I like the concept of sharing what I've learned and working with students to rethink what's possible for a career or showcase atypical careers and help them find new tools to come up with cool ideas.”

Featured image at top of the logo of Patrick Yovanov's project, "How to Name a Planet." Photos/provided