Ami – What’s in a name?

“What’s in a name? That which we call a rose
By any other name would smell as sweet.”

Romeo and Juliet (II, ii, 1-2)

When the idea for this project was first conceived, the original name was Check My Mum’s OK (CMMOK).  This name worked well in explaining the basic idea but had the obvious problem of seeming to exclude all Dads.   Early in December 2015 the name was changed to Check My Loved One’s OK (CMLOOK).  This was an improvement and the project team liked the potential for using LOOK in any future marketing.  LOOK after, LOOK in on, and LOOK out for could all be used to help describe some of the things that the volunteer might do.

However we all felt it was very clunky and no-one uses the term “Loved One” in a natural conversation.  We knew we needed to come up with something better.  In the quiet time between Christmas and New Year we met for a brainstorming session.

The process was led by the design team in a very structured way.   The words Who, What, When, Where, Why and How were written up on a white board and we all threw out words that we associated with each of these prompts.  The whiteboard quickly began to fill up with all our ideas.

New name clouds

Once the ideas started to slow, we moved on to the next part of the process which was to select the words we liked best in each section.  These were underlined in red.  We then tried linking words in one section with words in another.  This led to a short list of new words which we listed on the right hand side of the board.  Of these we selected our favourites.

New Name shortlist

These are the four we liked best and the reasons why we liked them

  • Ami – Liked it being French for friendship.  The english word “Amity” links friend with tea and is derived from the Old French word amité.
  • Gift of Time – Liked gifts, giving, time.
  • Present – Liked the double meaning. Being present and giving a gift.
  • Village – Liked community association and  ‘age’ in title

The one that everyone liked, without reservation, was Ami.  It’s short and simple, sounds warm and of course means friend in French.    It’s not an acronym, so we will write it as Ami, rather than AMI.

We slept on it over the New Year just to be sure, but found we all still liked it just as much.   So now you know, what’s in our new name.

Welcome to Ami.




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