FatSplash
Master-McNeil created the company name FatSplash for the former Atlantic Duncans International (ADI), providing outsourced e-mail and live chat customer care for e-businesses. Highly trained "SplashExperts" are technologically "ahead of the curve," and adapt quickly to new technology developments. Largely arbitrary but possessing a cool, edgy tonality, this name and domain name were designed to be memorable and help FatSplash stand out from its many competitors.