Why I Changed My Company Name After 5 Years in Business

 

After a year of hard work, I’ve finally rebranded my business. In 2013, when Lovely Day Atelier started as a side hustle, I focused on designing wedding invitations and other event stationery. But as I grew, expanded my services, and stepped into running my business full-time, the name and brand never quite felt right.

Many times throughout the years, I worked to update my branding or my website, but the changes never felt quite right and one day last year, I finally realized that it was the ill-fitting name that was holding me back.

I went through a similar naming activity to what I had done when I first created my business. I made lists of words and things I liked and started combining things to see if anything felt right. Some of the names I came up with were Filigree & Fig (cute, but a bit too cute for me), Curio Cartel (whaaaaat???), and Signet Design Co. (more generic than it seems).

I finally landed on Perennial Creative Co. as it seems to suit the spirit of the work I do for my clients – branding design including ongoing brand design and strategy – and it suits my gardener’s soul. I love gardening and the rewards it provides and I’ve found it’s so parallel to creating an effective and beautiful brand that continues to provide over the years. You can plant, tend, and watch things grow, and really cultivate a beautiful and effective brand.

 

 

So after landing on a new name, and working long and hard to define my offerings, the type of clients I want to work with, and the projects I want to work on, I spent some time creating all the content for my new site, had photos taken by the wonderful Amy Barber of Bluegrass Bebe, and then designed and built this new online home for my business.

Being able to help other small business owners build and grow their business, partnering with them as they flourish in their fields of expertise is such a joy to me. Establishing these partnerships that grow and evolve through the various seasons of business ownership is like watching my garden grow and change year after year. Even the most successful established businesses need to tend their garden, while newer businesses or programs may need a bit more designing, planting, training, and fertilizing to get them to the point where you want them to be.

If you’ve been around for a while, I want to thank you so much for being a part of my business journey and I hope you truly enjoy Perennial Creative Co. If you’re new around here, I’m excited to have you join me for this next chapter of my business, as I redesign my own garden here and work to cultivate some new foundational plantings of my own. I look forward to helping you grow the garden of your business and realize your business and life dreams.

After a year of hard work, I’ve finally rebranded my business. In 2013, when Lovely Day Atelier started as a side hustle, I focused on designing wedding invitations and other event stationery. But as I grew, expanded my services, and stepped into running my business full-time, the name and brand never quite felt right.
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Jessica Suhr

I'm a designer, gardener, and animal lover, hell bent on creating beautiful, cohesive brands for fun-loving and level-headed small business owners. Read more about me here.

Keep reading, friend!

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