What’s in a name? “nclud”; it is simple, applicable and slightly clever – if we do say so ourselves. However, why, or better, how? Picking an Agency name unfortunately wasn’t as elegant as it might look. We created this Agency right after the New Year. But much to our work style, we didn’t just jump into it blindly – hence the three month launch schedule. Picking a name wasn’t our first to-do, but it was constantly top-of-mind. So how did we do it? Why did we pick it?
Well, we started with one very important creative technique, one often over looked, communication! We simply made it a priority to talk everyday and brainstorm together; yes, everyday and together. We went through hundreds of names and dozens of variations – even bought a few domains along the way. Before we started shooting ideas to one another, we had to determine and establish the brand! We had to decide and describe the Agency we wanted to be. Some of the attributes we wanted associated with our Agency were “creative”, “stylish”, “progressive”, “business-oriented” and “forward-thinking” to name a few. The name had to connote creativity; it itself had to be creative; we are a Creative Agency after all. We started to think about more than our emotional attributes, what is our business model? We want to be unique in more than our design styles but also in our business practice. We want to be an all inclusive Agency; promoting well designed, forward-thinking solutions who themselves inherently had value from utilizing and maximizing industry best-practices without up-selling for simply doing our jobs correctly! Along the way someone responded simply with, “I like the idea of “include”. So we thought, “what do you think about something a little more fun and unconventional, “nclud”? And it was named.
We wanted a name that had strong and significant meaning to multiple audiences. We also demanded creativity and uniqueness in our name; trying to get away from the common place ideas flooding the industry. Say like a trendy non-original name such as “Creative Refresh”. It also helped that the .com was available as well.
We picked a name reflective of our working philosophy that also evoked the attributes that we demand of our Agency. We created an identity around that brand and now watch as it moves into the industry make its place and hopefully stands the test of time.
Colin Williams
March 2nd 2007
Interesting. I wouldn’t have thought of it as a benefit, but that “cha-pole-tay” analogy makes total sense. And the “symmetry” of the word is a very cool side effect.
Sounds like you guys have really thought it through, and maybe got lucky on some things. Certainly the sign of a good decision.
Martin Ringlein
March 2nd 2007
Colin — yes! I’ve counted four people thus far that have pronounced it wrong. But that is what makes it fun. As I’ve mentioned else where, it is like the “Chipotle” factor; I have countless conversations about how it is pronounced. We have a relaxed and fun work methodology, it is nice that our name can be reflective of that.
What I really enjoy about the name now is the logo type. I love the subliminal symmetry in how the “n” is the same shape as the “u” and the “cl” makes the same shape as the “d”; really works well together in a FedEx sort of way.
Colin Williams
March 2nd 2007
I think you guys knocked one out of the ball park with ‘nclud.’ It’s short, has the .com, and is super easy to remember.
Was the pronunciation any concern to you guys? Like whether the ‘u’ would be pronounced long or short? I think that’s the only weakness I could imagine.
Congratulations on your new venture. You guys have my best wishes.
Martin Ringlein
March 2nd 2007
HA HA. Yes! I always contribute success to two things: hard work and good old fashion luck.
It was a fun and very creative experience creating the foundation for the brand. I really wish we had recorded some of the conversations that Alex and I had early on — they were hilarious.
Alex Giron
March 2nd 2007
Part of reason everything turned out well is the fact that we never stopped brainstorming, and always tried to stay upbeat.
Like martin said, we had some great times and great laughs during the whole process.
Martin Ringlein
March 2nd 2007
That would be a great idea for a one year anniversary post; list all of the names that could have been.
Thinking back, even some of the ones we almost went with are pretty silly.
Colin
March 2nd 2007
Well, I hope you guys keep up the blogging. Just ran through all your writing throughout the site and it’s very solid. Seems like all the new agencies popping up have a Kindergarten/valley-girl/geeky, bubbly diction that’s just disgusting. You guys come off straight-forward and friendly.
Alright, I think I’m done handing out congratulations for the week. Again, best wishes.
Martin Ringlein
March 2nd 2007
Colin, thanks again for all of the positive feedback. We still have some editorial edits left outstanding in the sites copy (as some of you have noticed).