There’s something slightly tragic and comical about the timing of my company’s name change. I had JUST sent in approval for this page to run in Atlanta Style & Design Magazine. Seeing my company name again in the digital proof brought me back to a personal struggle I've been having with the name.
Off it went. To the presses.
About a week later I found myself sitting at a High School Robotics competition supporting my daughter's team “Oscar.” (Yay! girls in STEAM!)
Something about the controlled chaos, the buzz of activity, the shared excitement in the air… and disappointment. I don’t know why. It took me inwards to that unresolvable discomfort. I whipped out my domain hunter and brainstormed. This ritual wasn't new, but it hadn't led to anything conclusive…
Gold Leaf Design Build, my company’s former name, came about while drinking wine with my sister Julie in Brookhaven. I remember the day vividly. It was a special moment. When you give a business idea a name, it becomes… real. And it was! So real, and so big, but I've outgrown the name.
For the uninitiated, my company’s longstanding leaf logo is a ‘Monstera Deliciosa,’ it has been my personal symbol of Resilience and Awesomeness.
My favorite Monstera plant is a cluster we fondly refer to as Lazarus. She came to me from Texas, traveled by car to Pennsylvania, then New Jersey, and now lives in Georgia. She has grown, frozen nearly to death, been uprooted, neglected, sunburned; counted out… and yet, now she THRIVES.
This remarkably tenacious life-form has always had potential. She just needed the right environment, sustenance, and daylight. She is putting down roots. She is pushing through for better. She is letting the light through to those behind her so they can also thrive.
“Monstera… no, that's too literal.”
“…Stera. Wait, that's perfect!”
Is it available as an LLC, a domain, and doesn’t bring up weird internet stuff?!”
Yes, yes, and yes!
Lightning struck, and it just… fit.
Anyway, without further ado. This published page celebrates my success in achieving an upgrade to my contractor's license. I am now an Unlimited Tier General Contractor! I feel limitless and also brave enough to course correct in the public eye.
I made some rudimentary edits to my obsolete page, which is, in print ALL OVER ATLANTA! (At least my old domains forward to my new web address?)
Here's to a new brand identity, Limitless-ness, and the inevitable growth along the way!
Here's a link to Atlanta Style + Design
Here's the link to the live magazine page
