The main theses of this text are the introduction of two key products from Sui Name Service (SNS) - .sui and .move names, and how they are built to tackle issues of identity and front-end attacks on the blockchain. .sui names are built for users and simplify their identity on the blockchain and how they send and receive tokens. .move names are built for companies and projects that have a presence on the blockchain and represent a project or companies presence on Sui and what contracts they own. This design has unique implications of how users will interact with blockchains in the future. SNS is partnering with many of the key players in the Sui ecosystem to deliver an end-to-end system utilizing the latest and greatest trustless technologies. In order to tackle front-end attacks, SNS is partnering with zCloak to provide zero-knowledge proof technology to our users for verification.