QUEENS PLAZA SOUTH: Naming a New York High-Rise


Naming Exploration
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The developers were looking for a name for a new residential tower in Long Island City. It needed enough classic weight to age well, enough modern clarity to feel current, and enough distinction to survive in an over-saturated New York naming landscape.

I began with a full scan of NYC property records, business databases, and preliminary USPTO checks. New York is crowded with near-duplicates, so every direction had to be tested for both originality and simple, everyday usability.

The building itself set the tone. Natural stone, curved geometry, and soft, indirect light created a vocabulary that is quiet rather than decorative. The voice follows the architecture: understated, warm, and structured around a calm, human presence.