What’s in a name?

The naming process I did completely alone. Being based in the UK with the client in the US there wasn’t an opportunity to meet the client and workshop with them unfortunately.

Instead, I immersed myself in as much reading material the CEO had written about the company as I could. The CEO was the key decision maker, given she is the third-generation family owner. She is a very ‘to-the-point’ person so I wanted to get this across in the name.

Here was my first presentation, whittled down from 60+ names.

“More traditional”

The approach I took was a more modern approach to naming but though they liked many they wanted a more “traditional” name. To me, this means using the more traditional Latin-sounding names.

On meeting the team for the first time during the first presentation, I also realised a feminine name would work well for this client. In a very male-dominated industry, this female-led company could create real cut-through.

Using the same techniques I normally use I landed on Verstela, which was loved and immediately trademarked.

Verstela comes from:

Versus (Latin for “towards”) + Stella (Latin for “the stars”)

This

Visual Style

Clean / Bright / Orderly 

Modern

Bold / Unique

Empowerment

Simple

Emotional

Friendly

Community

For the Greater Good

Down to Earth

Authentic

Unique

Concept Rationale

Driven by aspirations, we propel ourselves forward and upward in the pursuit of our goals and dreams. 

Whether we're climbing, reaching skyward, or setting our sights on a brighter tomorrow, our intention and direction move in an upward trajectory. 

At the core of this concept lies the ascending 90º triangle, symbolizing not only the notions of growth and forward movement but also grounding and stability, embodied in the triangle's solid base.