Style naming. Brand naming. Strap lines. Captions. Positioning statements. It's all in a day's work.

This was quite a challenge recently. A leading manufacturer of radiators realised they needed more prominence to maintain market share in the fast-growing 'designer warmth' sector of towel warmers. Offering mid-market and up-market products, they launched two ranges for which they wanted different but related family names, together with numerous style names within
each family.

Having rejected 'warm winds', 'world deserts' and the like as potential subjects, musical terminology eventually gave the scope for enough names to reflect the grace and beauty of these revolutionary products. Under the new family names of
Melody and Tempo I devised these style names:

Acappella, Cadence, Cantata, Caprice, Cavatine, Chorale, Concerto, Contralto, Crescendo, Gavotte, Interlude, Intermezzo, Legato, Madrigal, Maestro, Nocturne, Rhapsody, Rhythm, Serenade and Sonata.

Plus captions for each, all with about the same word count to keep the designer happy. Here are three of them:

Sonata is the height of contemporary design, comprising perfect symmetry to create a dramatic focal point for any wall.

A minimalist approach to design combined with high precision engineering, Rhythm is worthy of any modern bathroom
or kitchen.

The curvaceous Acappella combines beauty, warmth and the simple function of a mirror as well as adding a bold design statement to your bedroom, hallway or bathrooom.