While we played with lots of clever concepts, the final winner was Loft Links. This name hit the mark for a lot of reasons... ● It referenced golf in the name ● It hinted at being in an elevated space ● It provided a sense of an actual, physical place ● It provided “sticky”/memorable alliteration ● It was clear in terms of trademark ● The matching .com was available Most company brand names can score on one or two criteria, but this is a rare hole-in-one that accomplished nearly all the requirements. With the latest tech and a great location, this client now has a brand name on par with the finest.