Why We Became a Creative Agency

Kenny Lange
Aug 9, 2016 6:30:00 AM

Have you ever used a word to describe yourself (or anything, for that matter) and nearly everyone misunderstood how you were using it? It's frustrating, to say the least.

That's why we changed our name from PHNX21designs to PHNX21creative Agency.

What comes to mind when you hear the word "designs" in the context of web design, inbound marketing, and branding? You think "graphic design", right?

Well, when you're a full-service creative agency but people's first question is, "oh, so you do graphic design?" You realize that your name is giving out the wrong first impression.

Now, I realize that in today's world people can Google, Bing, or any other word that we wouldn't have dreamed of using 20 years ago to get more context around what we do and offer.

However, most people aren't going to do that just to ensure they have the "proper perspective" on a what a business does.

Why did we change just one word?

The word "designs" in our name was the piece that people were tripping over. While the "PHNX21" part is a bit confusing when spelling it out over the phone, it holds meaning and provides a bit of our story (another post on that in the near future.)

The word "creative" was chosen after careful consideration and feedback. I'll elaborate on a couple key reasons.

  1. For starters, it uses a communication technique called Intentional Ambiguity. This allows people to assign their own meaning to "creative" but the word is narrow enough to keep people from thinking we offer interpretive dance and web design.
  2. Internally, the ambiguity allowed us a "bigger umbrella" under which our services could fall. While creative deliverables (graphics, websites, etc) are certainly a part of what we offer, it is far from the full-service agency we are and are still becoming. (There are a couple of new service offerings coming in the next 30-60 days that we are really excited about)
  3. Another reason is that "creative" is now part of our new communication framework that we teach to clients and filter all of our work through: Clear Communications + Creative Communications = Captivating Communication.
  4. Finally, the word just resonated with me, my team, and my advisors. If you're going to do work under a banner of your own making, make damn sure you feel connected to it!

I'm sure there have been times in your life when you've heard a speech, a sermon, or had quiet meditation and a word or phrase jumped out at you so intensely that it felt like it was made for you.

Creative is one of those words for us.

We've gone from having just a business name to having an identity.

Brands and businesses with authentic identities are far more captivating than those that just do and sell "stuff" because they know who they are and how they help people.

What's your identity?

Don't have one or just not sure you're clear on what yours is?

Then let's talk and help you be found, be heard, and be captivating.


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