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In February 2016, I moved from London, England to Pittsburgh, USA to join Duolingo – the world’s most popular education app and then fledgling ~45 person startup.
My first task at Duolingo: work on creating the name and brand identity for a new flashcard app concept – our first ever foray outside of language education.
Credit: Greg Hartman
When I started at Duolingo, the app now known as Tinycards was changing drastically every day, as we tried to figure out what this product should be, how it should feel and – for me at least – what we should call it.
At the time, Tinycards didn’t have a name. The whole company had collaborated on a Google doc to come up with over 100 names; but none of them felt right.
I spent the next several weeks sitting with the team, buried under a giant spreadsheet full of names, the USPTO Trademark Registry and of course, a sketchbook and Adobe Illustrator. It took a while, but eventually we found a name we liked: Flips, inspired by the app’s unique and delightful card flipping and swiping gestures.
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