Fruitful is the company I’m co-founder of. We’ve built a product that enables people to lend directly to mortgage borrowers.
When I joined the company, it was incorporated as Crowd Mortgage Limited. Shortly after I joined, we made an application to trademark the name.
The Trademark Office came back to us with a rejection letter. There was a firm in our sector with a similar name (and much more resources — should they have needed to field a legal case against us).
I was never wedded to the name Crowd Mortgage. With the proliferation of crowd funding, there’s been a mountain of new firms branding themselves as CrowdX / CrowdY / CrowdZ.
On top of this, I’ve never been a fan of descriptive brand names. As soon as you decide to call your firm Dave’s Ladders, it’s tricky to start selling windows under that moniker.
I prefer picking a name that’s less descriptive — something that you can load your own meaning into.
2 Days of Brainstorming
Thumbs up / Thumbs down
We listed brand names we liked. We listed brand names we thought were disgusting.
![Photo of the lists we made]
We liked the idea of something organic sounding — something that echoed letting your investment grow, getting a healthy deal.
We really liked Fruitful.
adjective (of a tree, plant, or land) producing much fruit; fertile. this seed will grow into a lovely fruitful tree.
producing good or helpful results; productive: memoirs can be a fruitful source of information.
(of a person) producing many offspring. and God said unto them, Be fruitful and multiply. be happy, be fruitful.
fruitful.com Was Not Available
As a workaround, we decided to prepend love to fruitful for:
To Fruit or Not to Fruit?
Here are some of the quick iterations we went through.
We all liked the quick sketch that I made using FiftyThree’s excellent Paper for iPad.
We decided to move forward with this concept — using the wonderful Johnston typeface to accompany the geometric mark.
- We successfully rolled-out the branding across the website, product and printed materials.
- The simple mark works well at both large small sizes.
- We liked our new identity =)