Selflex

In the spring of 2024, we began developing a name for a fascinating project—a mobile application designed to become an alternative to traditional therapy and a tool for effective self-help.

The market for psychological and coaching services is growing rapidly, and the competition for distinctive names is particularly fierce. The project's complexity lay not only in finding a name that was both striking and precise but also in navigating legal constraints. Apps of this type typically require registration in multiple Nice Classification classes, including Class 9 (software, mobile applications) and Class 35 (online services, advertising, database management). These classes are traditionally considered "highly saturated," demanding a particularly careful naming approach to avoid conflicts and registration refusals.

Throughout the project, several hundred name options were developed and vetted. The final shortlist was topped by the name Selflex — a word formed from the combination of self and flex.

Semantics: Reflects the core idea of psychological self-help and personal flexibility—the ability to adapt without losing one's sense of self.

Sound: Short, rhythmic, modern, easy to pronounce and remember. International Appeal: Understandable and harmonious in both English and Russian.

Legal Clearance: High probability of successful trademark registration due to its unique word construction.

Brand Potential: The name scales effortlessly into a product ecosystem (e.g., Selflex Space, Selflex Guide, Selflex Journal).