Starting point of Brand Identity - Name & Purpose of creative services

Starting point of Brand Identity - Name & Purpose of creative services 

Before going through my typical design process of concepts, ideas, content, development and resolution I needed a starting point to work from an outline of my professional presence. After looking through the brand guidelines book I decided to create an initial plan of action to help me develop an informed name choice. 

I noticed within a lot of my research on studios the importance of a name, it needs to resonate with the intended target audience in a unique way so it stands out from competition while also been memorabl . This is a lot more difficult for creative organizations due to the already quite conceptual approaches some studios take when generating a name so a purpose of what the name needs to represent was made. I didnt want to go with the safe bet of using my surname or name as the base of my brand name. 

How I approach brand identity as mentioned is through a conceptual multi discipline approach with a specific focus on sustainable outcomes that fully understand the problem of the client through thorough research and problem analysis.

Key points that the name needed to consider was:
Meaning/Message/Focus of my services - Technology, Adaptable, Conceptual approach, Problem solver, Research driven, Multi Disciplinary, Modern & Traditional process's. 
As this is a lot to explain about an organization summing up and narrowing down to a concise representation of my services is an important within the name. 

Connotations - Precision, Sustainability, Durability, Progression, Versatility. 
The name should suggest these important aspects to work alongside the focus point of my services. 

Purpose of the studio -  To offer conceptual branding outcomes that explore multi discipline approaches that are ever developing and changing so they fit to multiple clients requirements and the work produced stays current and up to date. Sustainability! 

Target Market - New business's, Small business's, Cultural organizations, Niche and specialist organizations. 

Tone of voice - Bold, Visual, Suggestive, Friendly and Honest. 

From this I began doing some word generating, using a thesaurus and synonyms of words that emulate the overarching purpose of my creative services. 

The final name I came too was Blank Pigment, its quite a quirky name that itself is quite contemporary and the words sum up my creative discipline in a conceptual way, instantly resonating with my conceptual approach.

Blank has connotations of clean, neutral and versatile aesthetics along with honesty while also suggesting that a brand identity needs to start out with a clean slate before this blank space can be filled in with thorough problem analyze and research to inform a sustainable resolution.

Pigment instantly has creative connotations while also been a naturally occurring element in nature while been a synthetic material that has multiple uses, this emulates my multiple discipline approach and consideration of traditional and modern process's while also hinting a crafty hands on approach 

Now I have a name and concept behind the name I can begin generating a visual identity and collateral to inform a promotion pack.