I am planning to start a new company dealing in Architectural, Engineering and interior design contracts for buildings, showrooms etc. Core business would be Electromechanical and interior work contracting but we don’t want to limit our area of activities. We have plans to Diversify into other fields also in future. The company would be based in Dubai.

My friend Moheet is partner in this who is a Mechanical Engineer.

Please suggest a company name and tag line.

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Jay’s Answer: The problem you face is you want a name that describes what you initially plan to do, and also a name that you can grow into. Since the name must embody other fields, it indicates you need an “umbrella” name – a name that is a parent company for a number of other small companies. Umbrella names are by definition generic (for example, Proctor & Gamble). It could be: Dubai Engineering, LLC.

The tagline for each of your business endeavors could be a bit more descriptive: Showroom Contractors (for example). Then, as you branch out, you can change the tagline without changing the umbrella name, or morph it into: Showroom Built: A Dubai Engineeering Company (to show the sub-business ownership).