It is hard work to find a name for a new brand. In particular today when visibility on the web is key and almost all good domain names is registered and almost all names in social media are as well. After a while we decided to try a new approach and started to play with words that are an important part of the brand. Feeling, attraction, Objects, lighting, strong character, emotional, bold and synonyms and words with similar meaning. And finally after endless versions and bad suggestions we combined the words objects and lure to a brand new word – oblure. It instantly felt right – this is what the brand is going to create - objects that lure the beholder. It was perfect! And after a quick search we realized that oblure.com was not taken, the same with Instagram, Facebook and other important places. And all of a sudden we were oblure.