# Mission Cards — Naming Study
### Prepared by Julia (Research) & Ogilvy (Copy), CE Strategy | February 2026

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## 00 — THE BRIEF

### What the name must do

This name carries an unusual burden. It must speak to two audiences with opposing desires: a **9-year-old** who wants to feel like a spy, an explorer, someone important — and a **35-year-old parent** who wants developmental substance, not another piece of plastic. It must sound like an adventure to one and like a philosophy to the other. Simultaneously.

### What the name must signal

| Signal | Why |
|--------|-----|
| **Real-world agency and independence** | This is the core product truth. Kids do real things in real places. |
| **Adventure and excitement** | Kids must *want* to play. If the name sounds like homework, it's dead. |
| **The "agent" identity system** | Kids become agents. The name should support or enable that narrative. |
| **Physical and tangible** | Not an app. Not digital. A thing you hold. |
| **International viability** | This is a travel brand first. The name must work in airports from CDG to LAX to NRT. |
| **Premium but fun** | Gift-worthy for a grandparent. Cool enough for a kid. Not clinical. |

### What to avoid

- **Generic parenting brand names** — "Little Leaders," "KidPower," "GrowUp Games." These die on shelves.
- **Anything that sounds like an app** — No "-ly," no "-ify," no "Smart[X]." This is a physical product and must feel like one.
- **Military/religious connotations** — "Mission" already flirts with this. The new name must not.
- **Travel-only names** — The brand expands to local and home contexts. Don't paint it into an airport.
- **Cutesy/babyish names** — This brand *respects* kids as capable humans. The name must too.
- **Compound neologisms** — No "Kiddoquest" or "FunVenture." These signal a brand that doesn't trust its own idea.

---

## 01 — COMPETITIVE LANDSCAPE

### How adjacent brands name themselves

**Educational Play (the craft-and-learn space)**

| Brand | Name Logic |
|-------|-----------|
| **KiwiCo** | Nature metaphor (kiwi) + maker energy (co). Friendly, curious, non-threatening. |
| **Lovevery** | Portmanteau (love + every). Warm, developmental, parent-facing. |
| **Melissa & Doug** | Founder names. Trust through familiarity. Classic, undifferentiated. |
| **Osmo** | Scientific root (osmosis). Short, modern, tech-adjacent. |
| **BrainQuest** | Functional descriptor. Brain = education, Quest = gamification. Dated. |
| **Skillmatics** | Skill + systematics. Functional, forgettable. |

**Pattern:** These names are *warm, safe, and parental.* They speak to the buyer (mom), not the user (child). They signal "educational" — which is exactly the shelf Mission must avoid.

**Card Game Culture**

| Brand | Name Logic |
|-------|-----------|
| **Exploding Kittens** | Absurdist, violent, funny. Pure kid/young-adult energy. |
| **Cards Against Humanity** | Provocative, intellectual, tribe-signaling. |
| **Wavelength** | Abstract, intriguing. Signals "different kind of game." |
| **Codenames** | Spy/intelligence theme. Clean, evocative. Relevant precedent. |
| **Unstable Unicorns** | Absurdist creature + chaos. Fun energy. |

**Pattern:** Card game brands are *bold, specific, and personality-forward.* They name for the feeling of play, not the educational outcome. They trust players to get it.

**Experience Products**

| Brand | Name Logic |
|-------|-----------|
| **The Adventure Challenge** | Descriptive. Says exactly what it is. Works but lacks distinctiveness. |
| **Geocaching** | Technical term made into hobby brand. Niche but ownable. |

**Independence Movement**

| Brand | Name Logic |
|-------|-----------|
| **Let Grow** | Imperative verb + natural metaphor. Permissive tone. |
| **Free-Range Kids** | Borrowed term (free-range = farming). Provocative, memorable, polarizing. |

**Pattern:** Independence brands use *permission language* — "let," "free." They address the parent's anxiety about letting go.

**Personalized Kids Products**

| Brand | Name Logic |
|-------|-----------|
| **Wonderbly** | Wonder + adverb suffix. Magical, child-facing. |
| **Hooray Heroes** | Celebration + identity (hero). Child as protagonist. |

### The White Space

The naming landscape reveals a clear gap:

| Occupied Territory | What's Missing |
|-------------------|---------------|
| Warm/educational (KiwiCo, Lovevery) | **Anything that sounds cool to a 9-year-old** |
| Bold/absurdist (Exploding Kittens) | **Anything grounded in real-world capability** |
| Descriptive/functional (Adventure Challenge, BrainQuest) | **Anything distinctive enough to own** |
| Permission/philosophical (Let Grow) | **Anything that's a product, not a movement** |

**The white space is: a name that feels like a card game a kid *wants* to play — but carries the conceptual weight of an agency/independence philosophy. Bold enough for a kid. Smart enough for a parent. Specific enough to trademark.**

---

## 02 — NAME TERRITORIES

### Territory 1: Agent Identity
*Names that lean into the "agent" / spy / intelligence concept*

The product already uses agent language (Junior Agent, Senior Agent, Agent Léo). These names build the world.

| # | Name | Logic |
|---|------|-------|
| 1 | **Fieldwork** | What agents do. The real world is the "field." Implies getting out there. |
| 2 | **Operatives** | What agents are called. Plural suggests a team/family unit. |
| 3 | **Dossier** | Agent files. Each child builds their dossier of completed missions. |
| 4 | **Dispatch** | HQ sends you out. The cards are dispatches. Active, urgent. |
| 5 | **Clearance** | Security clearance levels = agent progression tiers. |
| 6 | **Codename** | Every agent has one. Ties to personalization (Agent Léo = codename). |
| 7 | **Briefing** | The mission briefing. Each card is a briefing. |
| 8 | **The Bureau** | Intelligence agency HQ. "Cards from The Bureau." |
| 9 | **Handler** | The person who runs agents. (Parent as handler? Interesting tension.) |
| 10 | **Intel** | Intelligence. Short, punchy. But heavily taken (Intel Corp). |

**🏆 Territory Standout: Fieldwork.** It's the only name here that simultaneously means "what agents do" and "work done in the real world, not at a desk." It's one word, it's active, it implies going *out there*. A kid doing Fieldwork sounds cool. A parent buying Fieldwork sounds intentional. It works across every product context — travel, local, home. "Agent Léo, here's your Fieldwork." ✓

### Territory 2: Capability Language
*Names about what kids BECOME — capable, independent, leading*

| # | Name | Logic |
|---|------|-------|
| 1 | **Ready** | State of being prepared. "Are you ready?" = excitement + capability. |
| 2 | **Capable** | Direct claim. Bold. "Capable Cards" or just "Capable." |
| 3 | **Lead** | What the child does. Imperative verb. |
| 4 | **The Proving Ground** | Where you prove yourself. Each mission is a proving ground. |
| 5 | **First Solo** | Aviation term — pilot's first solo flight. Independence milestone. |
| 6 | **On Point** | Military/slang — the person at the front. "You're on point." |
| 7 | **Own It** | Ownership of action. Attitudinal. |
| 8 | **Helm** | "Take the helm." Maritime leadership. Short, strong. |
| 9 | **Baton** | Passing the baton. Transfer of responsibility from parent to child. |
| 10 | **Greenlight** | Permission + go. "You've got the greenlight." |

**🏆 Territory Standout: Greenlight.** "You've got the greenlight" is an instantly understood phrase across cultures. It means permission *and* action. It captures the product's core dynamic — the parent gives the greenlight, the kid goes. Unfortunately, Greenlight is a well-known kids' fintech brand (debit card). This limits its viability but validates the territory. **Runner-up: Helm.** Short, ownable, strong. "Take the helm" is the perfect product metaphor.

### Territory 3: Adventure/Exploration
*Names evoking discovery and real-world exploration*

| # | Name | Logic |
|---|------|-------|
| 1 | **Trailhead** | Where every adventure starts. The cards are the trailhead. |
| 2 | **Outbound** | Heading out. Direction and energy. |
| 3 | **Roam** | To wander with purpose. Freedom of movement. |
| 4 | **Venture** | To dare to go. Risk + exploration. |
| 5 | **Bearing** | Navigation term. "Find your bearing." Compass language. |
| 6 | **Scout** | Explorer, pathfinder. But heavily associated with Boy/Girl Scouts. |
| 7 | **Basecamp** | Where expeditions begin. HQ metaphor. |
| 8 | **Ranger** | Explorer/guardian of wild spaces. Cool kid energy. |
| 9 | **Pathfinder** | One who finds the path. Capability + exploration. |
| 10 | **Wayfinder** | Ancient navigation concept (Polynesian wayfinding). Poetic, global. |

**🏆 Territory Standout: Outbound.** Direction, energy, optimism. It implies leaving — leaving the screen, leaving the seat, leaving the comfort zone. "Outbound" works for travel (outbound flight) and beyond (go outbound into your neighborhood). One concern: Outbound is used by some outdoor/travel brands, but not dominantly in the kids' space.

### Territory 4: Defiance/Rebellion
*Names that capture "we trust kids more than culture does"*

| # | Name | Logic |
|---|------|-------|
| 1 | **Ungrounded** | Double meaning: not punished AND out in the world, not stuck inside. |
| 2 | **Unleashed** | Set free. Released from constraints. Energetic. |
| 3 | **Off-Leash** | Animal metaphor — free to explore. Provocative for kids context. |
| 4 | **Wild Card** | Unpredictable, card reference, untamed energy. |
| 5 | **Go Ahead** | Permission with attitude. "Go ahead — we dare you." |
| 6 | **Free Rein** | Full freedom. Equestrian origin. |
| 7 | **Cut Loose** | Break free. Fun energy. |
| 8 | **No Permission Needed** | Manifesto as name. Too long but captures the spirit. |
| 9 | **Loose** | Bold, minimal. But connotation concerns. |
| 10 | **Unsupervised** | Provocative. Says exactly what makes this product different. |

**🏆 Territory Standout: Wild Card.** It's a double-barreled win — literally a card product, figuratively the unpredictable kid who surprises everyone. A kid who's a "wild card" is exciting, not diminished. It has natural brand energy: "Play your wild card." Risks: very common phrase, may be hard to trademark in games category.

### Territory 5: The Deck / Cards
*Names that reference the physical card format*

| # | Name | Logic |
|---|------|-------|
| 1 | **The Deck** | Minimal. "Grab The Deck." |
| 2 | **Top Deck** | Best card. Also: top level of a bus (travel). British slang energy. |
| 3 | **Deal** | Cards are dealt. Also: "big deal" — the missions matter. |
| 4 | **Draw** | Draw a card. Draw your mission. Simple game mechanic. |
| 5 | **Hand** | Your hand of cards. Also: "lend a hand" / capability. |
| 6 | **Stack** | Your stack of missions. Tech energy (full-stack). |
| 7 | **Shuffle** | Randomness, play, physicality. |
| 8 | **Ace** | The best card. "You're an ace." Capability + card. |
| 9 | **Joker** | The wild card. Trickster energy. But Batman villain association. |
| 10 | **Ante Up** | Raise the stakes. Gambling metaphor — risky for kids brand. |

**🏆 Territory Standout: Wild Card** (crossover from T4). In this territory specifically: **Draw.** "Draw your mission." Simple, active, physical. One-syllable. Easy to own. But may be too minimal/generic to carry a brand.

### Territory 6: Scientific Foundation
*Names that nod to SDT or developmental psychology without being clinical*

| # | Name | Logic |
|---|------|-------|
| 1 | **Three Keys** | SDT's three needs (autonomy, competence, relatedness). |
| 2 | **Drive** | Intrinsic motivation (also: Daniel Pink's book on SDT). |
| 3 | **Thrive** | Flourishing. The outcome of meeting psychological needs. |
| 4 | **Autonomy** | Core SDT need. Beautiful word. But clinical for a kids product. |
| 5 | **Grit** | Angela Duckworth's framework. Adjacent. Resilience energy. Taken (brand). |
| 6 | **Agency** | The literal concept. "Childhood Agency Cards." Direct. |
| 7 | **Catalyst** | What starts a reaction. Mission as catalyst for independence. |
| 8 | **Kindling** | What starts a fire. Development metaphor. Warm. |
| 9 | **Scaffold** | Developmental psych term (Vygotsky). Too clinical. |
| 10 | **Spark** | Ignition. Energy. Peter Benson's "Sparks" framework for youth development. |

**🏆 Territory Standout: Agency.** It's the literal word for what this product builds. "Childhood agency" is the category the strategy document wants to create. The brand *could* just own the word. "Agency Cards" or simply "Agency." It's sophisticated, it's accurate, and it doubles as the spy/intelligence meaning (an agency = CIA, MI6). The child joins an agency. Risks: abstract, potentially cold.

### Bonus Territory 7: Compound / Invented
*Names that combine concepts*

| # | Name | Logic |
|---|------|-------|
| 1 | **Fieldwork** | (Repeated — crosses T1 and T3) |
| 2 | **GoCard** | Action + format. Simple. International. |
| 3 | **Waymaker** | One who makes a way. Capability + path. |
| 4 | **Boldly** | Adverb. "Go boldly." Star Trek energy without the IP issue. |
| 5 | **Trailcard** | Trail + card. Functional but clear. |

---

## 03 — EVALUATION

### Top 18 Candidates — Scored

Scoring: 1 (weak) to 5 (strong) across eight criteria.

| Name | Distinctive | Relevant | TM Viable | URL Likely | Int'l | Kid Appeal | Parent Appeal | Expandable | **Total** |
|------|:-----------:|:--------:|:---------:|:----------:|:-----:|:----------:|:-------------:|:----------:|:---------:|
| **Fieldwork** | 4 | 5 | 4 | 3 | 4 | 3 | 5 | 5 | **33** |
| **Wild Card** | 3 | 3 | 2 | 2 | 4 | 5 | 3 | 3 | **25** |
| **Operatives** | 4 | 4 | 4 | 4 | 3 | 4 | 3 | 4 | **30** |
| **Dispatch** | 4 | 4 | 3 | 3 | 3 | 3 | 4 | 4 | **28** |
| **Agency** | 3 | 5 | 2 | 2 | 4 | 2 | 5 | 5 | **28** |
| **Outbound** | 4 | 4 | 3 | 3 | 4 | 3 | 4 | 4 | **29** |
| **Helm** | 4 | 4 | 3 | 3 | 3 | 3 | 4 | 4 | **28** |
| **Dossier** | 4 | 3 | 2 | 2 | 3 | 4 | 3 | 3 | **24** |
| **Ungrounded** | 5 | 4 | 4 | 4 | 3 | 4 | 3 | 3 | **30** |
| **Trailhead** | 3 | 3 | 3 | 3 | 3 | 3 | 4 | 3 | **25** |
| **Clearance** | 4 | 4 | 3 | 3 | 3 | 4 | 3 | 4 | **28** |
| **Greenlight** | 3 | 5 | 1 | 1 | 4 | 4 | 5 | 5 | **28** |
| **Roam** | 4 | 3 | 3 | 2 | 4 | 3 | 4 | 3 | **26** |
| **Briefing** | 4 | 4 | 3 | 3 | 3 | 3 | 3 | 4 | **27** |
| **Venture** | 3 | 4 | 3 | 2 | 4 | 3 | 4 | 4 | **27** |
| **GoCard** | 3 | 3 | 3 | 3 | 5 | 3 | 3 | 3 | **26** |
| **Spark** | 3 | 3 | 2 | 2 | 4 | 3 | 4 | 4 | **25** |
| **Kindling** | 4 | 3 | 4 | 4 | 3 | 2 | 4 | 3 | **27** |

### Evaluation Notes

**Fieldwork (33)** — Highest score. The word is common enough to be instantly understood but uncommon enough as a brand in children's products to be ownable. "Fieldwork" in its academic/scientific sense means "work conducted in the real world rather than a laboratory" — which is *exactly* what this product does. In its intelligence sense, it means "covert operations conducted in the field." Both meanings serve the brand. Domain: fieldworkkids.com appears available. playfieldwork.com appears available.

**Operatives (30)** — Strong agent-identity energy. "The Operatives" or just "Operatives." Kids would love being called operatives. Plural form suggests team/family play. theoperatives.com appears potentially available.

**Ungrounded (30)** — The most provocative name on the list. "Ungrounded" is a defiant, witty, parent-insider-joke name. Grounded = punishment. Ungrounded = freedom. It signals "we're letting kids out" with a wink. Highly memorable. But: may confuse international audiences (the "grounded" pun is English-specific), and the negative prefix ("un-") could subconsciously code as negative.

**Outbound (29)** — Clean, directional, energetic. Works perfectly for travel ("outbound flight") and expands naturally ("go outbound" = leave the house). Some outdoor/travel brands use variations, but no dominant player in kids' space.

**Dispatch (28)** — "You've been dispatched." Active, urgent, implies HQ-to-agent communication. Each card is a dispatch. Works well with the agent narrative. Some SaaS/logistics brands use it, but clear lane in children's products.

**Agency (28)** — The conceptual home run. It literally names the category. But it's abstract, potentially cold for kids, and extremely hard to own (marketing agencies, talent agencies, government agencies). Low trademark viability in isolation.

**Greenlight (28)** — Would be perfect if it weren't taken by the well-funded kids' fintech brand. Off the table.

---

## 04 — SHORTLIST & RECOMMENDATIONS

### The Top 5

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### 1. 🥇 FIELDWORK

**Why it works:**
Fieldwork is the rare name that passes every test simultaneously. To a child, it sounds like what spies and scientists do — go out into the real world on assignment. To a parent, it signals "real-world learning, not screen time." To a gift-giver, it sounds premium and purposeful. It's one word, it's ownable, and it carries the brand's core promise in its etymology: *work done in the field, not at a desk.*

The name supports the entire brand architecture:
- "Agent Léo, here's your Fieldwork" ✓
- "Fieldwork: Travel Edition" / "Fieldwork: Local" / "Fieldwork: Home" ✓
- "Fieldwork HQ" (subscription) ✓
- "Fieldwork x Four Seasons" (B2B) ✓
- Junior Agent / Senior Agent tiers still work ✓

**Potential tagline pairings:**
- *Fieldwork — Lead the way.*
- *Fieldwork — Real missions. Real world.*
- *Fieldwork — The world is your assignment.*

**Brand voice preview:**
"Your kid can unlock an iPad blindfolded. Can they unlock an airport? Fieldwork gives children real-world missions — navigate, decide, lead, solve. No screen. No app. Just a capable kid doing something that matters."

**Risks/concerns:**
- "Fieldwork" has academic/anthropological connotations — some may initially think of research. This fades once the product is seen.
- Not inherently "fun-sounding" — relies on brand execution (design, tone, agent system) to bring the energy.
- Domain: fieldwork.com is likely taken or expensive. fieldworkkids.com, playfieldwork.com, getfieldwork.com are realistic alternatives.

**Trademark viability:** Moderate-to-strong. "Fieldwork" is used in some professional contexts (market research firms, construction) but appears clear in toys, games, and children's products categories (Class 28, Class 16). Worth a formal search.

---

### 2. 🥈 OPERATIVES

**Why it works:**
Kids want to be *called* something. "You're an operative" is inherently cooler than "you're a player" or "you're a participant." The name leans fully into the agent/intelligence identity system and makes it the brand. The plural form implies teamwork — the family are operatives together. It has natural energy, a hint of danger, and respects kids by treating them as capable members of a team, not cute little helpers.

**Potential tagline pairings:**
- *Operatives — Your mission is real.*
- *Operatives — No screens. No backup. Just you.*
- *Operatives — Real-world missions for real-world kids.*

**Brand voice preview:**
"Welcome to Operatives. Your cover story is 'family vacation.' Your real mission: navigate the airport, order dinner in French, and get your team to the hotel. No phones. No grown-up help. You've got this, agent."

**Risks/concerns:**
- Leans military/intelligence — some parents may find it too aggressive.
- Less expandable to the "home" context. "Operatives: Home Edition" feels slightly forced.
- Plural form is unusual for a brand name.

**Trademark viability:** Strong. No dominant brand owns "Operatives" in children's products or games.

---

### 3. 🥉 OUTBOUND

**Why it works:**
Outbound captures the physical, directional energy of the product. It means "heading out" — out of the screen, out of the seat, out into the world. It works brilliantly for travel (outbound flight) and extends to any context where a child leaves their comfort zone. It's optimistic, active, and clean.

**Potential tagline pairings:**
- *Outbound — The world needs you out there.*
- *Outbound — Go lead something.*
- *Outbound — Missions for kids who go.*

**Brand voice preview:**
"There are two kinds of trips. The kind where your kid watches a screen for six hours. And the kind where your kid navigates the airport, orders lunch in a new language, and leads the family to the hotel. Outbound makes the second kind."

**Risks/concerns:**
- Some outdoor/adventure brands use "outbound" in their naming (Outbound Collective, etc.), though none dominate children's products.
- May be perceived as travel-only, limiting expansion to home context.
- Less distinctive than Fieldwork or Operatives — it's a common adjective.

**Trademark viability:** Moderate. Used in outdoor/travel adjacent spaces. Would need careful class-specific filing.

---

### 4. UNGROUNDED

**Why it works:**
The most *memorable* name on the list. "Ungrounded" is a parent-insider-joke that also works as a kid-empowerment statement. Grounded = stuck at home as punishment. Ungrounded = free, out, doing things. It's defiant, witty, and signals exactly what makes this brand different: *we let kids out.* In a gift-guide list, this name stops you. At a dinner party, this name sparks conversation.

**Potential tagline pairings:**
- *Ungrounded — Let them loose.*
- *Ungrounded — Real missions for kids set free.*
- *Ungrounded — You're not grounded anymore.*

**Brand voice preview:**
"Somewhere between 'be careful' and 'stay close,' childhood became a spectator sport. Ungrounded is the permission slip. A deck of real-world missions that puts your kid in charge — of the map, the order, the tip, the plan. They're not grounded anymore."

**Risks/concerns:**
- The "grounded" pun is English-specific. Doesn't translate internationally.
- Negative prefix ("un-") may subconsciously read as negative.
- Polarizing — some parents will love the attitude; others may find it too edgy.
- May typecast the brand as rebellious rather than warm-authoritative.

**Trademark viability:** Strong. Distinctive, unlikely to conflict.

---

### 5. DISPATCH

**Why it works:**
"You've been dispatched." Every card is a dispatch from HQ to the agent in the field. The name ties directly to the product mechanic — draw a card, receive your dispatch, go execute. It has urgency, authority, and a satisfying action-to-noun simplicity. It supports the agent narrative without being *only* about spies.

**Potential tagline pairings:**
- *Dispatch — Your mission just arrived.*
- *Dispatch — Real-world assignments for real-world kids.*
- *Dispatch — HQ needs you in the field.*

**Brand voice preview:**
"Attention, Agent. This is your dispatch. Proceed to Gate B7. Navigate using terminal signage only. Report back to your team with gate status and estimated boarding time. This is not a drill. (OK, it's a little bit of a drill. But your kid won't know that.)"

**Risks/concerns:**
- "Dispatch" is used by several SaaS/logistics companies. Clear in kids/games, but URL options are limited.
- Can sound impersonal — dispatches are sent to anyone. Less personal than "your fieldwork."
- Slightly cold. Needs warm brand execution to balance.

**Trademark viability:** Moderate. Common word, used in various industries, but likely clear in Class 28 (games/toys).

---

## CE RECOMMENDATION

### **Fieldwork.**

Here's why:

**It's the only name that works at every altitude.** At the product level: "Draw your Fieldwork card." At the brand level: "Fieldwork — childhood agency tools." At the philosophical level: "The real world is the classroom. This is the fieldwork." It scales from a single card deck to a multi-context agency platform without renaming, repositioning, or explaining.

**It passes the cocktail party test.** "What's that?" "It's called Fieldwork — it's a card game that gives kids real-world missions instead of screens." That sentence works. The name carries the explanation.

**It passes the kid test.** "I'm doing my Fieldwork" is something a 9-year-old would say with pride, not embarrassment. It sounds important. It sounds like what agents and scientists do. It doesn't sound like homework because the word "field" reframes "work" — this is work you do *out there*, not at a desk.

**It passes the trademark test.** The word "fieldwork" is generic in academic/research contexts but appears unused as a trademark in toys, games, and children's products (Class 28, Class 16). It's ownable where it matters.

**It solves the "Mission" problem.** Mission is generic, multi-meaning, and hard to own. Fieldwork is specific, single-meaning-in-context, and distinctive. You can Google "Fieldwork kids" and expect to find this brand. You cannot Google "Mission kids" and find anything.

**It supports the existing architecture perfectly:**

| Current Architecture | With "Fieldwork" |
|---------------------|-----------------|
| Mission: Travel | Fieldwork: Travel |
| Mission: Local | Fieldwork: Local |
| Mission: Home | Fieldwork: Home |
| Mission HQ | Fieldwork HQ |
| Agent Léo | Agent Léo (unchanged) |
| "Your mission: navigate to Gate B7" | "Your fieldwork: navigate to Gate B7" |
| Mission x Four Seasons | Fieldwork x Four Seasons |

**Recommended primary tagline:** *Fieldwork — Lead the way.*

**Recommended brand descriptor:** *Childhood agency cards* (used in press, packaging subtitle, Amazon listing).

**Full lock-up:** *Fieldwork — childhood agency cards for kids 6–12.*

---

### If not Fieldwork

**Operatives** is the runner-up — it leans harder into the kid-cool spy identity but sacrifices some expandability and warmth. If testing reveals that kids respond more to the agent-identity framing than the "real world" framing, Operatives wins.

**Outbound** is the safe pick — clean, directional, hard to dislike. If Fieldwork feels too academic in testing, Outbound is the fallback that carries 80% of the same signal with less risk.

---

### Next Steps

1. **Formal trademark search** on Fieldwork, Operatives, and Outbound in Classes 28 (games/toys), 16 (printed materials), and 41 (education/entertainment services).
2. **Domain acquisition strategy** — pursue fieldworkkids.com, playfieldwork.com, and fieldwork.game as primary options; attempt fieldwork.co or fieldwork.cards as premium alternatives.
3. **Kid testing** — show the top 3 names to 15–20 kids aged 7–11 and ask: "Which of these sounds like something you'd want to play?" Pure gut reaction.
4. **Parent testing** — show to 30+ target parents and measure: comprehension ("what do you think this is?"), appeal ("would you buy this as a gift?"), and premium signal ("what would you expect to pay?").
5. **Visual identity exploration** — develop logo concepts for Fieldwork that balance the intelligence/agent aesthetic with warmth and accessibility.

---

*Naming study prepared by Julia (Research) & Ogilvy (Copy), CE Strategy. February 2026.*