Best-selling author Colson Whitehead has been a finalist for numerous prestigious honors, including the Pulitzer Prize. His works are lauded for their insight into the state of race in America. Here, a small Midwestern town is having an identity crisis-should they have a new techno-savvy name or a name honoring the freedmen who founded the town? Or is the current name just fine? They call in a professional naming consultant, famous for naming Apex bandages-guaranteed to match any skin color. But even he is losing his faith in monikers.