March 15, 2022
Finding the Right Design Partner
August 04, 2021
First and foremost, we wanted a unique name that conveyed our personality. Prior to formally starting the company, we took a few days to brainstorm names, ultimately coming up with something like 10 pages of double-sided notebook paper worth.
Names ranged from pretty crazy, to expected. From there we whittled down the list to 1 side of 1 page of paper and did some web diligence. Was the name in use? How open were social handles? How open was the internet for the name.
Ultimately it came down to about 5 potential names, some better than others, but with huge digital opportunity. Although that list has been packed away (*it will be found someday) 2 of the names on that list were KILO and April O’Neill.
KILO always represented the weight of a design project and the impact it can have. April O’Neill was a throwback to our favorite cartoon tv reporter from Teenage Mutant Ninja Turtles.
The interesting thing about both of these names was that KILO was almost impossible to gain internet space with and we uncovered that not only was April O’Neill a TMNT throwback name, it was also an adult film star, a special part of the web that we could never compete with from an SEO standpoint, but also we didn’t want potential clients having to go through to find us.
We chose the best name, Bright Bright Great. Bright. Bright as in intelligence. It has always been a paramount personality attribute of our brand to craft smart solutions for all projects we work on. Design by definition is problem solving.
Our goal is to always think about the problem and solution for all creative projects. Bright. Bright as in colorful. We aren’t talking so much here about our personality, but more so the literal vibrancy of color. When we first started and Jason Schwartz was our Creative Director, neon was the name of the game.
The brighter the neon, the better. Although that has somewhat subdued over the years, we still highly value the importance of color in not only brand strategy, but also in other areas like visual accessibility and interaction design. Great. Simply put, great work.
13 years later, we are still proud of these principles as they continue to encompass who Bright Bright Great is. So although the logo has changed a few times, the name holds true.