Finding Authenticity: From 'Do I Sound Gay?' to Brand Identity

Back in university, I discovered David Sedaris, and it was love at first read. His wit, dry humor, and candid storytelling resonated with me in ways no textbook ever could. So, when I saw him featured in the documentary Do I Sound Gay?, I knew I had to watch it. The film, directed by David Thorpe, explores insecurities around voice and identity—how people perceive themselves versus how society judges them. And honestly, it reminded me that brands face the same challenge—finding the balance between staying true to themselves and adapting to fit the market’s ever-changing expectations.

It’s a lot like the early days of Lunash, just about a year ago. I remember sitting with Indra, Mando, and Danny in a café on the ground floor of the Sopo Del building, where the Antler office was. We had just formed our team and submitted our idea for pitching. At the time, we needed to come up with a solid name for the Investment Committee. Initially, they went with “Bantu Lunas”—which in Indonesian means something like “helping to pay off debt.” But it didn’t feel quite right. It was a bit too long, and we wanted something short and punchy. I suggested “Lunash”—it’s simple, catchy, and I joked that the weird pronunciation would be a great conversation starter. And it is!

The name “Lunas” means “paid off” in Indonesian. Now it’s Lunash, which we pronounce Loo-nush—but honestly, I’ve heard every version possible, from “Loonaysh” to something that sounded suspiciously like a sneeze. But you know what? Mispronunciations lead to conversations, and those conversations are how you build connections. At least, that’s what I tell myself when I hear someone butcher it.

Just like David Thorpe wondered if changing his voice would change how people saw him, brands wrestle with their identities too. Some play it cool, like Mastercard, dropping their name from the logo and saying, “You already know who we are.” Others, like Balenciaga, lean into absurdity—selling duct-tape bangles and making us question whether they’re redefining luxury or pulling a prank on all of us. Either way, it works.

Then you’ve got Burberry, swiping through logos like someone looking for the right Tinder match, trying to strike the perfect balance between heritage and trendiness. And in contrast, there’s Allianz—sticking to cold blue tones and structured fonts, like the friend who always orders the same dish at every restaurant. Predictable, sure, but it works.

Some brands take it a step further, building mystique into their names—as if getting the pronunciation right is a secret handshake into the club. Think Loewe (“Loh-EH-veh”) or Hublot (“OO-blow”). Then there’s Hermès (“Air-mez”), which feels like the ultimate test of sophistication. And let’s not forget Moschino (“Moh-skee-no”) or Porsche—it’s “Porsh-uh,” by the way. If these names trip you up, don’t worry. Half the fun is pretending you knew all along.

And honestly, Lunash fits right in with these pronunciation puzzles. I’ve heard so many creative attempts at saying it, and I let most of them slide because, in the end, it’s not about getting it perfect—it’s about creating memorable moments. Plus, if luxury brands can get away with confusing names, so can we.

Like Thorpe’s journey of questioning his voice, building a brand is about more than just nailing the look or message. Perhaps the key to long-term success is knowing who you are, adapting thoughtfully, but never at the expense of your identity. Whether you’re Mastercard leaning into simplicity or Balenciaga embracing chaos, it’s not about having it all figured out—it’s about staying real and building meaningful connections along the way.

That’s how we approach things at Lunash. It’s okay if someone says the name wrong or doesn’t quite get what we do right away. What matters is that we show up, have the conversation, and build something that sticks. At the end of the day, it’s not about perfection—it’s about the journey, the connections, and staying true to what matters most.