The publishing firm Crosspoints (a name that Zigila came up with) developed a new magazine. The company’s existing portfolio consisted of publications for high school and college students. The new magazine is aimed at undergraduates and recent graduates who are working hard on their careers. The new name had to be consistent with the client’s brand strategy, which is to use acronyms. CARP is short for Career Planning and Carpe Diem, as well as being a word in its own right. The whole process took ten days, including the legal search. The name Crosspoints was devised, researched and registered during the same period.