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Naming Names

How are we going to get everyone to like the new name?

How do we know we won’t pick the wrong name?

Does it really matter what we call ourselves?

These are some of the questions we hear almost every time we start a naming project. Naming is an exciting undertaking, but it can also be nervewracking for our clients: finding the right name is no simple task. Brand naming needs to start with a brand strategy and, importantly, the whole naming process should be steeped in and supported by a disciplined and strategic process, right up until the name is selected and approved for use.


USC Canada's wordmark on a background of fruits and vegetables as part of their trade show booth setup

Sweat equity

We were pretty busy the few days leading up to this year’s Royal Winter Fair working together with DOT DOT DASH and Alex Young. We helped in the design of a booth for USC Canada, whose core program, Seeds of Survival, helps promote vibrant family farms, strong rural communities, and healthy ecosystems around the world.


Projectors on top of metallic cabinet, picture of projector hanging on wall

Open collaboration

We knew last fall when we started looking for a new location that at its core, our new space had to be all about open collaboration.READ MORE

Piece of the Switchback poster featuring its logo and the words Propelling Community

Supporting community

“Community” is a powerful source that helps to both shape and support brands. I’m a big believer in the benefits of forging community bonds, and there are some strong ones at the heart of Switchback Cyclery.


Designing the future is tricky

When talking to other designers or listening to designers speak at conferences, I often feel uncomfortable when I hear them talk about the role of design solutions being “the vision of the future”. It sometimes comes across that solving many of society’s problems is really just a matter of creating a better and more contemporarily designed world.

Playing with your brand

It’s been said that a strong visual identity is a key building block of great brand but it’s not often that the identity comes to life as actual building blocks. So when Fidoodle created a limited edition set of Planet Kid branded blocks we were blown away!