diff --git a/contract/src/arbAssetNames.js b/contract/src/arbAssetNames.js
new file mode 100644
index 0000000..cbb10a3
--- /dev/null
+++ b/contract/src/arbAssetNames.js
@@ -0,0 +1,107 @@
+/**
+ * @file Prototype Decentralized Asset Naming
+ * @see {start}
+ */
+// @ts-check
+import { E, Far } from '@endo/far';
+import { M, mustMatch } from '@endo/patterns';
+import { AmountShape } from '@agoric/ertp/src/typeGuards.js';
+import { atomicRearrange } from '@agoric/zoe/src/contractSupport/atomicTransfer.js';
+import { getTerms } from './contractMetaAux.js';
+
+const { Fail, quote: q } = assert;
+
+const AssetInfoShape = harden({
+  issuer: M.remotable('Issuer'),
+  brand: M.remotable('Brand'),
+});
+
+const PublishProposalShape = harden({
+  give: { Pay: AmountShape },
+  want: {},
+  exit: M.any(),
+});
+
+/** @type {import("./types").ContractMeta} */
+export const meta = harden({
+  privateArgsShape: {
+    nameAdmins: { issuer: M.remotable(), brand: M.remotable() },
+  },
+  customTermsShape: {
+    board: M.remotable('board'),
+    price: AmountShape,
+  },
+});
+
+/**
+ *
+ * @typedef {{
+ *   board: import('@agoric/vats/src/types').Board,
+ *   price: Amount,
+ * }} BoardTerms
+ * @param {ZCF<BoardTerms>} zcf
+ * @param {{ nameAdmins: {
+ *   issuer: import('@agoric/vats/src/types').NameAdmin,
+ *   brand: import('@agoric/vats/src/types').NameAdmin
+ * }}} privateArgs
+ * @param {*} baggage
+ */
+export const start = async (zcf, privateArgs, baggage) => {
+  const { board, price } = getTerms(zcf, meta);
+  mustMatch(privateArgs, meta.privateArgsShape);
+  const { nameAdmins } = privateArgs;
+
+  /**
+   * @param {Issuer} issuer
+   * @param {Brand} brand
+   */
+  const prepare = async (issuer, brand) => {
+    mustMatch(harden({ issuer, brand }), AssetInfoShape);
+    // Check: issuer and brand recognize each other
+    const issuerBrand = await E(issuer).getBrand();
+    issuerBrand === brand ||
+      Fail`issuer ${q(issuer)}'s brand is ${q(issuerBrand)} not ${q(brand)}`;
+    const issuerOk = await E(brand).isMyIssuer(issuer);
+    issuerOk || Fail`brand ${q(brand)} does not recognize ${q(issuer)}`;
+
+    // Check: issuer makes purses with the same brand
+    const aPurse = await E(issuer).makeEmptyPurse();
+    const purseBrand = await E(aPurse).getAllegedBrand();
+    purseBrand === brand ||
+      Fail`issuer ${q(issuer)}'s purse's brand is ${q(purseBrand)} not ${q(
+        brand,
+      )}`;
+  };
+
+  /**
+   * @param {Issuer} issuer
+   * @param {Brand} brand
+   */
+  const commit = async (issuer, brand) => {
+    const name = await E(board).getId(brand);
+    await Promise.all([
+      E(nameAdmins.issuer).update(name, issuer),
+      E(nameAdmins.brand).update(name, brand),
+    ]);
+    return name;
+  };
+
+  const { zcfSeat: proceeds } = zcf.makeEmptySeatKit();
+  const publishHandler = async (seat, offerArgs) => {
+    mustMatch(harden(offerArgs), AssetInfoShape);
+    atomicRearrange(zcf, harden([[seat, proceeds, { Pay: price }]]));
+    const { issuer, brand } = offerArgs;
+    await prepare(issuer, brand);
+    const name = await commit(issuer, brand);
+    return name;
+  };
+  const makePublishAssetInvitation = () =>
+    zcf.makeInvitation(
+      publishHandler,
+      'publishAsset',
+      undefined,
+      PublishProposalShape,
+    );
+  const publicFacet = Far('Arb Asset Naming', { makePublishAssetInvitation });
+  return { publicFacet };
+};
diff --git a/contract/src/contractMetaAux.js b/contract/src/contractMetaAux.js
new file mode 100644
index 0000000..30fe681
--- /dev/null
+++ b/contract/src/contractMetaAux.js
@@ -0,0 +1,20 @@
+// @ts-check
+import { mustMatch } from '@endo/patterns';
+
+/**
+ * meta.customTermsShape doesn't seem to work.
+ *
+ * @template CT
+ * @param {ZCF<CT>} zcf
+ * @param {import('./types').ContractMeta} meta
+ * @returns {CT & StandardTerms}
+ */
+export const getTerms = (zcf, meta) => {
+  const terms = zcf.getTerms();
+  const { customTermsShape } = meta;
+  if (customTermsShape) {
+    const { issuers: _i, brands: _b, ...customTerms } = terms;
+    mustMatch(harden(customTerms), customTermsShape);
+  }
+  return terms;
+};
diff --git a/contract/src/postalSvc.js b/contract/src/postalSvc.js
index 045d837..5e3c37c 100644
--- a/contract/src/postalSvc.js
+++ b/contract/src/postalSvc.js
@@ -1,10 +1,16 @@
 // @ts-check
 import { E, Far } from '@endo/far';
-import { M, mustMatch } from '@endo/patterns';
+import { M } from '@endo/patterns';
 import { withdrawFromSeat } from '@agoric/zoe/src/contractSupport/zoeHelpers.js';
+import { getTerms } from './contractMetaAux.js';
 
 const { keys, values } = Object;
 
+/** @type {import("./types").ContractMeta} */
+export const meta = harden({
+  customTermsShape: { namesByAddress: M.remotable('namesByAddress') },
+});
+
 /**
  * @typedef {object} PostalSvcTerms
  * @property {import('@agoric/vats').NameHub} namesByAddress
@@ -12,8 +18,7 @@ const { keys, values } = Object;
 
 /** @param {ZCF<PostalSvcTerms>} zcf */
 export const start = zcf => {
-  const { namesByAddress, issuers } = zcf.getTerms();
-  mustMatch(namesByAddress, M.remotable('namesByAddress'));
+  const { namesByAddress, issuers } = getTerms(zcf, meta);
   console.log('postalSvc issuers', Object.keys(issuers));
 
   /**
diff --git a/contract/src/start-arbAssetName.js b/contract/src/start-arbAssetName.js
new file mode 100644
index 0000000..0b655e8
--- /dev/null
+++ b/contract/src/start-arbAssetName.js
@@ -0,0 +1,51 @@
+// @ts-check
+import { E } from '@endo/far';
+import { AmountMath } from '@agoric/ertp/src/amountMath.js';
+
+/** @typedef {typeof import('./arbAssetNames.js').start} ContractFn */
+
+/**
+ * @param {BootstrapPowers} powers
+ * @param {{ assetNamingOptions: {
+ *   bundleID: string
+ *   stable?: string
+ *   price: number | bigint
+ *   unit?: number | bigint
+ * }}} config
+ */
+export const startArbAssetName = async (powers, config) => {
+  const {
+    consume: { zoe, board, agoricNamesAdmin },
+    instance: {
+      produce: { arbAssetName },
+    },
+    brand: { consume: brandConsume },
+    issuer: { consume: issuerConsume },
+  } = powers;
+  const {
+    assetNamingOptions: { bundleID, stable = 'IST', price, unit = 1n },
+  } = config;
+  /** @type {ERef<Installation<ContractFn>>} */
+  const installation = E(zoe).installBundleID(bundleID);
+  const issuers = { Price: await issuerConsume[stable] };
+  const terms = {
+    board: await board,
+    price: AmountMath.make(
+      await brandConsume[stable],
+      BigInt(price) * BigInt(unit),
+    ),
+  };
+  const privateArgs = {
+    nameAdmins: {
+      issuer: await E(agoricNamesAdmin).lookupAdmin('issuer'),
+      brand: await E(agoricNamesAdmin).lookupAdmin('brand'),
+    },
+  };
+  const startedKit = await E(zoe).startInstance(
+    installation,
+    issuers,
+    terms,
+    privateArgs,
+  );
+  arbAssetName.resolve(startedKit.instance);
+};
diff --git a/contract/test/market-actors.js b/contract/test/market-actors.js
index df5ce9b..53b4e46 100644
--- a/contract/test/market-actors.js
+++ b/contract/test/market-actors.js
@@ -1,7 +1,9 @@
 // @ts-check
 import { E, getInterfaceOf } from '@endo/far';
+import { makePromiseKit } from '@endo/promise-kit';
 import { AmountMath } from '@agoric/ertp/src/amountMath.js';
 import { allValues, mapValues } from './wallet-tools.js';
+import { makeIssuerKit } from '@agoric/ertp';
 
 const { entries, fromEntries, keys } = Object;
 const { Fail } = assert;
@@ -258,3 +260,50 @@ export const starterSam = async (t, mine, wellKnown) => {
   t.deepEqual([...todo.keys()], []);
   return done;
 };
+
+const seatLike = updates => {
+  const sync = {
+    result: makePromiseKit(),
+    payouts: makePromiseKit(),
+  };
+  (async () => {
+    for await (const update of updates) {
+      if (update.updated !== 'offerStatus') continue;
+      const { result, payouts } = update.status;
+      if (result) sync.result.resolve(result);
+      if (payouts) sync.payouts.resolve(payouts);
+    }
+  })();
+  return harden({
+    getOfferResult: () => sync.result.promise,
+    getPayouts: () => sync.payouts.promise,
+  });
+};
+/**
+ * @param {import('ava').ExecutionContext} t
+ * @param {{ wallet: import('./wallet-tools.js').MockWallet }} mine
+ * @param { WellKnown & { terms: { arbAssetName: { price }}} } wellKnown
+ */
+export const launcherLarry = async (t, { wallet }, wellKnown) => {
+  const { price } = wellKnown.terms.arbAssetName;
+  const BRD = makeIssuerKit('BRD');
+  const launched = { issuer: BRD.issuer, brand: BRD.brand };
+  t.log('Larry launched', launched);
+  await E(wallet.offers).addIssuer(BRD.issuer);
+  const instance = await wellKnown.instance.arbAssetName;
+  t.log('Larry offers', price, 'to publish');
+  const updates = await E(wallet.offers).executeOffer({
+    id: 'larry-brd-publish-1',
+    invitationSpec: {
+      source: 'contract',
+      instance,
+      publicInvitationMaker: 'makePublishAssetInvitation',
+    },
+    proposal: { give: { Pay: price } },
+    offerArgs: launched,
+  });
+  const seat = seatLike(updates);
+  const id = await E(seat).getOfferResult();
+  t.log('Larry published as', id);
+  return { ...launched, id };
+};
diff --git a/contract/test/test-arbAssetNames.js b/contract/test/test-arbAssetNames.js
new file mode 100644
index 0000000..2cde003
--- /dev/null
+++ b/contract/test/test-arbAssetNames.js
@@ -0,0 +1,74 @@
+// @ts-check
+/* eslint-disable import/order -- https://github.com/endojs/endo/issues/1235 */
+// import { test } from './prepare-test-env-ava.js';
+import { test as anyTest } from './prepare-test-env-ava.js';
+import { createRequire } from 'module';
+
+import { E } from '@endo/far';
+import {
+  bootAndInstallBundles,
+  getBundleId,
+  makeBundleCacheContext,
+} from './boot-tools.js';
+import { startArbAssetName } from '../src/start-arbAssetName.js';
+import { mockWalletFactory } from './wallet-tools.js';
+import { launcherLarry } from './market-actors.js';
+import { makeStableFaucet } from './mintStable.js';
+
+/** @type {import('ava').TestFn<Awaited<ReturnType<makeBundleCacheContext>>>} */
+const test = anyTest;
+
+test.before(async t => (t.context = await makeBundleCacheContext(t)));
+
+const nodeRequire = createRequire(import.meta.url);
+
+const contractName = 'arbAssetNames';
+const bundleRoots = {
+  [contractName]: nodeRequire.resolve('../src/arbAssetNames.js'),
+};
+
+test('launcher Larry publishes his asset type', async t => {
+  const { powers, bundles } = await bootAndInstallBundles(t, bundleRoots);
+
+  const config = {
+    bundleID: getBundleId(bundles[contractName]),
+    price: 100n,
+    unit: 1_000_000n,
+  };
+  await startArbAssetName(powers, { assetNamingOptions: config });
+  const instance = await powers.instance.consume.arbAssetName;
+  t.log(instance);
+  t.is(typeof instance, 'object');
+
+  const { agoricNames, zoe, namesByAddressAdmin, chainStorage, feeMintAccess } =
+    powers.consume;
+  const { price } = await E(zoe).getTerms(instance);
+  const wellKnown = {
+    installation: {},
+    instance: powers.instance.consume,
+    issuer: powers.issuer.consume,
+    brand: powers.brand.consume,
+    terms: { arbAssetName: { price } },
+  };
+
+  const walletFactory = mockWalletFactory(
+    { zoe, namesByAddressAdmin, chainStorage },
+    {
+      Invitation: await wellKnown.issuer.Invitation,
+      IST: await wellKnown.issuer.IST,
+    },
+  );
+  const { bundleCache } = t.context;
+  const { faucet } = makeStableFaucet({ feeMintAccess, zoe, bundleCache });
+  const funds = await E(faucet)(price.value * 2n);
+  const wallet = await walletFactory.makeSmartWallet('agoric1launcherLarry');
+  await E(wallet.deposit).receive(funds.withdraw(funds.getCurrentAmount()));
+  const info = await launcherLarry(t, { wallet }, wellKnown);
+  const publishedBrand = await E(agoricNames).lookup('brand', info.id);
+  t.log(info.brand, 'at', info.id);
+  t.is(publishedBrand, info.brand);
+});
+
+test.todo('publish an issuer / brand');
+
+test('ok?', t => t.pass());