Total teamwork on building a brand

I have been given an opportunity unlike any other in my more than 30 years of creating advertising and marketing communications.

I’m part of an international team that is helping to launch Ikigai, a new line of professional photographer camera bags that are officially available for purchase online on October 1st.

Literally, we have been working as one on both sides of the Atlantic, building a brand from the ground up. I was invited a bit late to the party as the product name, logo and color palette had already been decided upon and an e-commerce website was already in the works. Still, there was a lot more to be done and I was thrilled at the opportunity to be able to help.

What we’ve done over the past few months has been fun to see it all evolve. There is still a lot of work to do. And this is a long, interesting story to tell.

So rather than condense it all into one blog post, I’m going to spread it out a bit.

I’ll begin with the product name – Ikigai.

It’s a Japanese term that essentially means your reason for being – what gets you up in the morning.

Google the term and you’ll find this diagram:

So how did a new line of camera bags decide to call themselves Ikigai?

One of the founding members new of the expression and thought it would be a great name for a company that featured three entrepreneurs who were all looking to follow their own passion of creating a company from scratch and doing it a bit differently than the competition.

Turns out, the name Ikigai was even more appropriate than they initially imagined.

But that’s another story.