Amia
Bizet Human Asset Management
BrightScale
Cooligy
Mayer Laboratories
Mobius Venture Capital
New Routes to Community Health
Obopay
TravelSmith
TRIA
TRUSTe
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This nonprofit venture, funded by the Robert Wood Johnson Foundation and the Benton Foundation, creates local, multimedia community collaborations that encourage new U.S. immigrants to improve their health status. The client team—which was spread among three states—had tried unsuccessfully to create a name for the endeavor. Among other constraints, the name could not use the words “immigrant,” “assimiliation,” or “new American.” I guided the team through a name-development process and directed a presentation and discussion of recommended names via conference call. The chosen name, New Routes to Community Health, connects strongly to the group’s previous successful project, Sound Partners for Community Health, while also suggesting the immigrant journey and—through homophonic association—the “new roots” immigrants are putting down in their adopted homeland.