When it’s more in line with what your business offers? I really think it can!
It’s been 9 years since I came up with Good Fortune Design Studio. WOW.
I was in an all day VIP coaching session with Jenny Fenig and another woman who is a long-time friend and client to this day.
It was an exciting moment and I purchased the domain one one of the breaks on my phone. I chose Good Fortune Design Studio because I love fortune cookies, I create designs and I have always like the word studio.
But early on last year, something didn’t feel right.
I say early on last year but, if I’m honest with myself – and with you! – the “wasn’t right” had been building for a number of years. It just finally reached a point of spilling over in a way I could no longer hide it from myself.
The truth is, Good Fortune was always meant to represent something else and that something else is art. If design were to be a part of it in any way, it would be interior rather than digital or graphic.
One night, lying in bed, I asked myself “What if I changed the name? What would happen?” And there it was. ArrowBright Design & Marketing. It was like opening a drawer and the thing you were looking for was there the whole time you just didn’t see it because it didn’t look they way you thought it did.
Since I was snug in bed, I slept on it but felt exactly the same about it in the morning and so, I became the proud owner of arrowbrightdesign.com.
Then I promptly went into over-analyze mode.
- How do I tell people?
- I need a website! Oh right and a logo.
- Should I launch it?? Like a BIG launch??
- I mean, I have to make a big deal about this, right?
I got together some kind of website and then started working on a logo. For a while. I futzed and puttered and (over) thought.
And then as we all know, 2020 took a stark turn with a global pandemic.
And then my father passed away shortly after that (non-COVID related).
I stepped away from social media and kept my communication limited. I wanted to listen. I was quiet. I heard that voice that gets drowned out and pushed aside more than any of us care to admit or think about.
And it said, “When have you ever done big? You don’t. And that’s OK.”
What I wanted was to change the business name and move forward.
And so, very quietly in January 2021, I spent a week changing hosts, moving files, setting up emails and creating the SEO redirects to make it happen.
Good Fortune Design Studio became ArrowBright Design & Marketing.
A year has past since discovering the name and I still really like it. From the few people I’ve told they’ve had the same reaction I had (and yes, my Mom counts!). It feels like it more accurately reflects a business that revolves around digital and marketing.
Arrows are streamlined, sharp and targeted.
Bright is luminous, reflects light and stands out.
These are things you want for your design and your marketing, yes?
Now that the name change is done, I feel more at ease and yes, I do feel excited about my work again! The content feels more aligned, the writing comes more easily and I have focused my services, trimming away a few that didn’t seem to be necessary.
I don’t know what kind of role a name change plays professionally in running a business but if you feel stuck, you feel stuck. Nobody likes that feeling
And if you find a thing that could get you unstuck in a good way then you say “YES!”.
As Liz Gilbert would say, Onward!
Rayna Diane Hennen
Founder, ArrowBright Design & Marketing