I have returned to a question on the company name from time to time. When I first joined the company, I loved the people and the energy – but not the name.
It just didn’t say visionary architecture. I was OK with that because of the rest of fantastic work we did. My experience then and now has been rich and varied and satisfying to my professional goals.
Yet, 12 years in and now sole owner – I still don’t feel drawn to the name. Does my brand say that I worship architecture and that I will seek something sublime whether you ask me to design a mailbox or a temple? Is this actually in the name?
And if I begin something with a new name, what would I use? Some thoughts from the notebook…
Andrea Korber Architecture – “AKA” , SHELTR, KORBER, AZZA studio (My Hebrew name is “Azza” phonetically, but also it’s just a Hebrew word, means “Strong” with a connotation of “Fierce”, and design should be fierce.), mudroom (I like the allusion to both space and materiality), Aspen Space (I’ve been told to put Aspen in the name), In Situ …
If I do this, I think Land+Shelter remains as a functioning business and name, and I just begin a new studio. I am letting this idea marinate for the moment.