The Name Game

Things change. Organizations evolve. Sometimes, a firm requires repositioning to meet new demands or to refresh a brand. Or it may face transitional concerns as its founders reach retirement age.

Design firms are particularly vulnerable to the latter challenge. Often, a company’s reputation is inexorably linked to that of its originator. Remove the literal name brand and everything can tumble like a house of cards. New companies may spin off from the ensuing debris yet still, they must build again from the ground up.