How Do You Even Say “Zhuzh?”
A quick guide to naming, breaking the rules, and building a brand with personality.
When helping clients name their brand, I always start with this: Make it memorable, easy to say, and emotionally resonant. A good name doesn’t need to explain everything—it just needs to click. And in a world of scarce .coms and endless noise, it helps if it stands out.
We’ve all seen startups twist spellings to grab a URL: Tumblr, Grindr, Dribbble. Sometimes it works. Sometimes it’s a mess. Naming is both art and strategy—and while you can do it yourself, getting outside perspective can keep you from getting stuck in your own head.
Take my own brand name: Zhuzh.
It breaks a few classic rules:
It’s hard to spell.
It’s based on a slang word.
It’s often mispronounced.
But it also nails something critical: it evokes a feeling. To zhuzh means to freshen, elevate, or add flair. That’s exactly what I help brands do.
Where Zhuzh Came From
When naming my own consultancy, I toyed with personal options. My last name? Shubkagel—not exactly a branding dream. Zack? Approachable, but not distinctive. I wanted something that captured my creative POV and didn’t tie the brand solely to me.
Then it hit me while watching Carson Kressley zhuzh up a room. I’d used that word for years when talking about improving design, making something pop. It was short. Punchy. Fun. And it felt like me.
But Could I Own It?
I did the research:
The trademark? Clear in my industry.
The domain? I scooped up zhuzh.agency, zhuzh.us, and zhuzhdesign.com.
The social handles? Available.
The vibe? Unmistakable.
I even ran the “pub test”—saying it out loud in noisy rooms to see if people understood and could spell it. They couldn’t. I went with it anyway. Because the name opened a story, invited a question, and gave me the opportunity to define what it meant.
What You Can Learn From This
If you’re naming a brand, here’s what matters:
Start with feeling — how do you want people to experience you?
Make it distinctive — even if it breaks some rules.
Check for availability — domains, trademarks, and socials.
Own the story — people remember what you teach them to love.
Today, Zhuzh is shorthand for what I bring to the table: brand strategy with personality, clarity, and just the right amount of spark.
