A while back I wrote about intentions to start my own business. I also talked about how hard it is to name a company. After spending most of my waking moments for the past couple of months agonizing over this and mapping out a product and service plan, I am proud to announce the creation of Launch Media Design.
I have to take a moment to thank a good friend and colleague, Jim Pepe, who’s advice and gentle pushing has been invaluable.
What’s in a name?
I didn’t want to get hung up on finding the perfect name with all of the available domains and social media accounts needed, but I did want to dive in deep for a couple of weeks, brainstorm like mad and see what I could come up with. I had literally over two dozen sheets of paper jam-packed with ideas. I did a lot of word association listing as many relevant technical terms, digital service terms, design terms, social media buzzwords, and so on. I created lists of things I’m passionate about like being on the water (think ocean, lakes, waves, sailing, paddling) and art (think draw, sketch, scribble, write, create). I even created lists of my favorite colors (blue, orange, black, white, gray, silver) and animals (think birds, dogs, wolves, coyotes, foxes).
I then started pairing words together in every conceivable way to see what looked good on paper, sounded good when spoken aloud, and at least made some sense. For every option that I liked, I ran to Google and GoDaddy searching for uses of the name in existence and possible domains available. I also used TESS to look up possible trademarks in place. I think I alone spiked their monthly traffic by some measurable amount. I’m joking of course, but I spent a lot of time on those sites. Everything I liked, including a few that I loved, were already taken. Not surprised? Me neither, but it’s still frustrating and a true test of one’s will.
I eventually landed on something that really stood out to me as something that checked off many of the requirements I had going into this: Metafox. Yeah, I liked that. It was easy to say, between 5-10 characters long and included a hard consonant. It was cool sounding and leant itself to some playful interpretations. Adding “Media” to Metafox made sense to better identify what this company will be about and to further differentiate the name from other uses – most of which are overseas. The alliteration was interesting too. In the end, it was a clean, short name that I liked and was available.
So what happened?
I bought a few variations of the domain name metafoxmedia.com and quickly secured social media account names. I then went to work on a designing a wordmark and logo. I also started setting up the company website. All good right? Wrong. As the days passed by, the name didn’t sit well with me. I really liked the logo and wordmark I created and was sold on that visually, but saying the name aloud over and over started to raise some concerns. Was it too tech-y sounding? What did it really mean? How would it be interpreted by others? I couldn’t leavce it alone and I knew it despite wanting to just keep moving forward.
Back to the drawing board
I went through the same process I did the first time but I became really focused and determined to grind this out so I wouldn’t lose momentum in getting the company off the ground. I enlisted the help of some colleagues spread out across the country to bounce ideas off of as I went through this condensed brainstorming session.
I realized I wanted a name that was more straight-forward and indicated more of what the company offers without much explanation. The company is meant to be small and personable, but more importantly to provide the creative energy needed to give a business, a brand or campaign the boost it needs to achieve real results.
The name I landed on is Launch Media Design. It represents all of the core things I want to be able to do in helping people. Boom! That was it. The excitement of finding a name that I loved and could stand behind. I was off and running again to securing domains, social media accounts, filing paperwork, and designing logos.
Now the real fun begins. The push continues to get the company structure set up. There is so much learning happening every day, it’s amazing. I am fortunate to have friends who’ve gone through this and are offering their support. I plan to reveal the logo and website in the coming days which has been one of the most rewarding creative experiences I’ve had in a long time.