Story+Lab
Story+Lab is proof that the right name can reset the trajectory of a business.
When we started, the company was called Upd8 Design – a descriptive label that limited perception and created confusion with another firm. The challenge was to build a brand they could grow into rather than out of. After three naming rounds and plenty of tension, we circled back to the first name I proposed: Story+Lab. It captured their essence – creativity, structure, and evolution. Once the team saw it in context, they recognised its power.
The rebrand became more than a name. It clarified their identity, energised their team, and created a platform that clients instantly connected with.
This project demonstrates a core truth: the best names don’t describe what you do – they define what you can become.
When we started, the company was called Upd8 Design – a descriptive label that limited perception and created confusion with another firm. The challenge was to build a brand they could grow into rather than out of. After three naming rounds and plenty of tension, we circled back to the first name I proposed: Story+Lab. It captured their essence – creativity, structure, and evolution. Once the team saw it in context, they recognised its power.
The rebrand became more than a name. It clarified their identity, energised their team, and created a platform that clients instantly connected with.
This project demonstrates a core truth: the best names don’t describe what you do – they define what you can become.
