This study is about how naming ceremonies are created based on a framework that is influenced by an association in Sweden that provides secular ceremonies. To find out how celebrants create naming ceremonies in Sweden, I have interviewed celebrants who belong to a secular association that is worldwide. I investigate, analyze, and discuss the empirical material for the study by starting from theories about rituals. The study shows that naming ceremonies that celebrants hold in Sweden are influenced by ceremonies that have a design that is reminiscent of other types of rites of passage. These rites of passage are sold with the argument that it is the imagination that sets the limits for how naming ceremonies can be designed. However, different naming ceremonies tend to be similar in design.