Naming a publication is fun until it’s not, at which point it becomes a major pain in the ass. How does one encapsulate a set of values, a sense of place, and a tone in something pithy, catchy and memorable? We found all of the above in the Bay Area’s pesky, wily coyote. As this publication took shape, we embraced the animal we named ourselves after — howls, claws, fangs, and all. We are fierce and unapologetic. We are adaptive and playful. We are COYOTE Media Collective.