Why 'Forget the Name'? The story behind the brand.

When you set up your organisation, one of the most exciting tasks is picking your name and logo. Everything must mean something: the colours, the name, the graphics, the tagline.

I started my branding journey inspired by a concept I love: the knowledge-to-action gap. I envisioned a luminous brand, something that would bring light to my clients' minds and hearts. Latin words felt like a natural choice - my roots - and I imagined rays of light, like the sun, shining through my design.

When I proudly revealed my name and logo to a very honest, thoughtful friend, their reaction caught me off guard.

"Is this you?"

I was perplexed. The answer, I realised, was no. It wasn’t me. It felt too serious, too spiritual, too un-me.

But then the philosophical question arose: Who am I? For years, I had been defined by the organisations I worked for - their standards, cultures, and values. So, who am I as a professional outside of all that?

That question led me to a new direction: humorous and impertinent. Still tied to the concept of light, I came up with a playful name and a light bulb logo. It felt 100% me. But my excitement was short-lived - the name was already taken by a few businesses. While unrelated to my industry, I feared potential legal issues and didn’t want to spend my time looking over my shoulder.

Frustrated and desperate, I kept searching for something that captured what made me truly unique in this vast world of brands. Then it hit me: the name wasn’t as important as what I bring to my clients. I’m someone who cares deeply and works creatively hard to make a difference. The name? It never was, and never will be, about that.

I laughed as I remembered introducing myself at networking events before my company was fully formed. Unsure about my name, I’d awkwardly say, “Forget the name!” to those fixated on my nametag. It had been with me all along.

So, “Forget the Name” was born. A little cheeky, a little bold - but completely me.