Outside Order 
& Friends



Matt GordonNaming, writing, and brand strategy



Equal parts strategic and creative, Matt breathes life into brands with carefully crafted strategies and perfectly chosen words.

Matt toiled for decades at Landor, Gensler and Fitch, where he worked with some of the world’s biggest brands, writing just about everything: taglines, headlines, brand stories, websites, videos, brand books and brochures.

These days, Matt is lucky enough to work with those big brands when he wants to, and luckier still to bring his skills to bear for smaller and more dynamic clients.

Matt loves building consensus on client teams by doing great work, presenting it well, and ensuring that everyone on the team feels that their voice has been heard.

Matt got an early taste for naming in second grade, when he named his school’s carnival. Matt quickly followed up by naming the school newspaper in fourth grade. Since then, Matt has developed names for hundreds of companies, products, and services — from 3-nanometer semiconductors to 3- mile city parks. Matt has also developed a keen understanding of trademark law and domain name strategy. Matt and his work have been featured in Fast Company, the Chicago Tribune, the Chicago Sun-Times, Chicago Tonight (PBS), NPR, and the New York Times. Matt grew up in the suburbs of Chicago and earned a degree in Linguistics and Philosophy from Macalester College in St. Paul, Minnesota. Matt has also lived in Boston, San Francisco, and Canberra Australia.

Matt lives in Chicago with his wife, occasionally his two mostly-grown kids, and his dog Betty White — none of whom he named.
Selected list of brands that Matt has named: Snapdragon by Qualcomm
Xbox 360
FedEx Forum
FedEx Cup
Byline Bank
Ottava for Johnson&Johnson Cision
The Brevet Group
Adobe Lightroom
Sensata Technologies
Blackbird Labs
Cursive
OO&Friends was founded by Wally Krantz and is based in Brooklyn, New York.
Outside Order has Wally’s complete portfolio of client and agency work.
Contact  wally@outsideorder.com



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