Man/woman. Left brain/right brain. Texas/Tennessee. Tequila/whiskey. Fuel/spark.

Surnami is a clandestine, moonlit symphony of identity development orchestrated by The Denominator, Keith Waldon, and The Iconista, Christie Holmes.

He conjures words. She transforms them into masterpieces. And boy do they have backup -- a most remarkable supporting cast whom you'll never meet.

The Denominator has assembled an international network of creative minds, who all like to play the naming game. They make up Surnami's moonlighting BRAIN TRUST. Each has been meticulously selected. Common thread? Brilliance and creativity. For their day jobs, they all take basic things and transform them into awesome creations. Some are accomplished naming gurus. Others are new to this game, but they're tops in their creative fields. As a collective BRAIN TRUST, they bring every perspective to the virtual meeting table. We never reveal their identities, and they've signed contractual oaths of confidentiality as well. This is a satisfying intellectual game for them - one they take seriously. Beyond the thrill of competition and the drive to succeed, they like the money. You see, if one of them delivers the golden word or tagline to you, that mastermind gets a fat cash prize.

The Iconista has her own posse of mouse-packing graphic gurus. We call them the Iconnoisseurs - amazingly talented graphic artists and design firms. When a logo challenge comes to Surnami, the Iconista instinctively picks a diverse selection of designers to play logopalooza. As with the naming game, these artists are driven by competition, the art itself and the love of money.

Who are these indelible characters, and what makes them so special? Come a little closer.

· The Denominator, Keith Waldon
· The Iconista, Christie Holmes
· The BRAIN TRUST
· The Iconnoisseurs