I was hired to come up with a name for a new facial spa chain coming to the U.S. from Malaysia. The spa is very successful in Asia, but the client wanted a whole new name for the American version of their spa.

The overall concept is to take each customer on a journey the moment he or she walks in the door. After researching several Malaysian words to convey the experience, I presented “Jalan”, which is a simple word that means “road or journey”. While the Malaysian client didn’t think the word was that special, I helped them to understand that the word itself is very pretty to an American.