The Thinking…and the Game…Behind Fabricating Our Name!
I have been asked several times in recent weeks to tell “the story” behind the name, Think Fabricate. It all started with a design process! As with every project that we embark on, we took this one quite seriously, but we also had fun with it, as one might with a favorite sport. We loosely followed the rules of play outlined in one of our favorite books, Zag by Marty Neumeier.
It was important to us to create an environment for exploration where no suggestion was considered too silly, although some name options were definitely suggested or met with a smile. There was a week when I found it way too easy, with the help of online translation services, to translate every name suggestion I had into Dutch, which I thought might reflect our Breukelyn roots! Then there were some names we were so excited about, although not quite right for our business name, that we decided to hold onto them for possible product line inspiration. Throughout the process, I found myself taking great pains to force certain combinations of words to create interesting acronyms, but they just sounded like silly words. We must have considered at least a hundred names!
As we neared the name game’s end, it became apparent that it was important to convey the collaborative nature of our approach, the duality of designing and making products, of thought as well as action, and one informing the other. We also wanted the name to convey that we are process oriented, not simply focused on production or fabrication alone, but on constructive thought and research as well.
The game was so much fun it could have gone on forever, but we also needed a winner that would crystalize all we were doing, and enable us to start designing a logo, business cards, a web site. Tnhe Jason came up with the following list of names that all began with the word “we” , to convey our commitment to collaboration, including:
WE THINK FABRICATE
WE THINK ARCHITECTURE
WE LOVE OPTIONS
WE THINK PRODUCT
WE PROCESS IDEAS
WE THINK PROCESS
WE LOVE SHOP
THINK PROCESS DESIGN
We both liked the word THINK in many of these options, but decided to drop the WE, and go with the stronger combination of the two action words, and to avoid being misread as WET HINK!
This was the final volley in the name game, and it ended up with a score: