Naming in Projects: The Van Lunen Center

The naming began early in the process with discussions with the foundation. In these discussions we identified the core values of the project including:

• A big tent (including many denominations)
• A bias toward action (not simply research)
• A big impact on the field
• Excellence

We then created a two page summary of the project for circulation within the broader Christian Education community. As the project moved forward, this two page summary was revised and updated numerous times.

Later in the project the naming exercise focused more on marketing and branding.  From choosing to name the entity a “Center” (as opposed to an “Institute”), to creating the look and feel, to drafting the first press releases, Criterion ensure that the naming process remained consistent with the idea and values.