The first rule of branding: choose a name people can spell and pronounce.
But you know what they say, “rules are for breaking!”.
We are frequently asked how our brand name should be pronounced and why it was chosen. It starts most of our conversations with new clients, as it is variously assumed that Ave is a religious design company, an acronym for something, or an abbreviation of Avenue.
It is none of the above. But what was a textbook branding fail, now lends itself to building emotive connections with those we talk to, as the origin of our brand name wasn’t generated to capture a strategic market position or even to compete with others in the sector; Ave was the name of our founder Ellie’s grandmother.
Back in 2013, not actually intending to set up a design studio, a name was needed as a legal and financial formality when branching out into the freelance world. A name needed to be logged with Companies House, so invoices could be paid. Ellie wanted a company name that suitably represented her approach to work: being reliable, experienced, trustworthy, insightful, and, well, a little bit quirky. And so of course, Ave came to mind.
Grandmothers embody wisdom and kindness, a reliable presence, and, as you will tell from this photo of Granny Ave, she was one of a kind!!
So, yes, she was and we are: Ave. Ave like “wave”, “rave”, “or behave”.