OpenStudio

A VOICE as welcoming as the company itself

A startup came to me, eager for a new name as well as a 360-degree exploration of their brand and voice. Formerly called Maestro, this startup was redefining the category of custom art and home goods by making it more accessible and collaborative. They allowed customers to be part of the process by working directly with an artist to create the perfect bespoke vase, set of dishes or painting, for just a few hundred dollars rather than thousands.

To start the naming process, I did an exploration that involved research and evaluation of names of related companies, founder and customer interviews, and defining what exactly the name needed to convey to potential customers.

Because this was a newer concept for consumers, I determined that the name had to first provide clarity (much more so than the name “Maestro” did). But it also needed to feel welcoming to those who had previously been excluded from the custom art world. The name I came up with, OpenStudio, achieves all of this, inviting customers virtually into the space where the work is made, just like this product does.

BRAND POSITIONING

After finalizing the name, I worked on their brand positioning, including copy guidelines, tone of voice and a brand manifesto, to give the company the tools they needed to speak to the world. The voice I established was one that welcomed people into their virtual studio, to collaborate, share ideas, and get a behind-the-scenes-look at the custom pieces being made.

All of this was created as tools for them to use when it came to writing website copy, social posts, and any other written communication, to ensure their brand was consistent at every touchpoint.