Here at Soulheart, we’ve been working through the past several weeks at a name and logo change. Read on for our process so far and how we are thinking this through.
1. Why do you want to change?
2. What is the process of change?
3. How will you make a final decision?
Why do you want to change?
We started Soulheart four years ago around a unique focus – that we would approach your website with design-thinking to drive the UX/UI. We sold everyone we worked with on simplicity and aesthetic design concepts right alongside making the website work to sell a brand. We built our brand on photo pixels and graphic designs.
But we’ve changed. Vector work makes up most of our design work. And design only makes up a fraction of what we do now. We’re brand strategists, analysts, marketers, content creators, designers, developers, SEO specialists, and project managers.
What is the process of change?
We began our change by thinking through name ideas and we’ve been spending our time on GoDaddy looking for domain possibilities around each name. We’ve been playing with naming conventions that include agency, media, nation, studio, creative, and digital which all reflect our industry and position us closer to our brand promise.
The Short List
- Embrace Media
- Embrace Studio
- Relentless Media
- Relentless Studios
- Relentless Nation
- Fearless Creative
- Fearlessly Creative
- Sharp Iron
- Urban Farm Studios
- Ironwood Creative
- Soulheart Media
- Soulheart Studios
- Soulheart Creative
In the middle of the madness, I started designing the logo around these words and phrases to see a visual of how the letters would look and if it could even work. Check out a sample of what I put together.
I got on a kick with Ironwood for a bit. I liked the strength and organic imagery from it. Plus, our business is right off Ironwood Road, so the connection was super personal.
I even found a domain I liked, reached out to the owner and they were willing to sell at domain cost and not some enormous amount. But the problem was what happened when I researched the Arizona business names and there were dozens and dozens of Ironwood companies…
So, one evening, I keyed up a meaningful playlist on Spotify and started working through the emotional part of the names I had put together. What was resonating and sticking? This playlist was built from songs featuring Hillsong, a phenomenal worship band from Australia’s Hillsong Church. And it was during one particular song that I had the overwhelming feeling of what our name should be. We’ve poured heart and soul into everything for such a long time. We leave nothing on the table at the end of every day. And so it was only fitting that this name would be our final…sorry you’ll have to wait for the reveal on our next post, but I think you’re going to love it!
How will you make a final decision?
This is why I can’t share the name – I am the owner of our company and set the direction and make the final decisions. BUT I want our employees and my business advisors to be a part of the process. They are an intricate part of my encouragement on a daily basis and I could not do anything without them. So we’ll spend a week working through our naming conventions, the design, and then bring it out to the public.
With that said, I did already buy the domain because I believe so much in this one. My ego is big on it, but I’m humble enough to accept it if the team I trust doesn’t think it’s the right move. I’ve spent 30-40 hours on thinking through names and ideas so far, and this is just one more step to inching closer to revealing the next chapter of PIXL Designs and letting you inside our process on how to create a new business name and logo.