What’s in a name?
twisted loop has been a journey six months in the making, and now that we’ve reached our launch date, we wanted to shine a light on some parts of this process – letting you get to know us, our experiences so far and what motivates us.
We thought we’d begin this series with the naming ceremony.
Once the founding team confirmed we were ready to start a business together, almost the first question we had was – “what shall we call it?”. Between us we’d worked in lots of different organisations of different sizes – some with names we loved; some with names we struggled to love quite so much! We knew we wanted a name we felt proud of and a name that would be flexible enough to adapt as the business grows. A name that would stick in people’s minds and reflect our freethinking, inventive personalities!
The journey to find this perfect name was an adventure in itself, full of brainstorming sessions, creative exploration, foreign languages and Greek gods. Our team of five passionate individuals started by throwing around ideas, asking friends and family for suggestions, and seeing if ChatGPT could solve it for us (spoiler alert: it couldn’t). Even if we found a name we didn’t hate, the .com was unavailable, and we were back at square one.
Reluctantly, we accepted we needed professional help (on more than one level). We enlisted the help of a branding and digital agency based in Belfast with whom we had previously collaborated. Following their brilliant process, we shared our vision, purpose, and some of our favourite concepts with them. They took the time to understand us, our business and our desire to stand out.
A few weeks later, during a strategy day in London with our partners from Pale Blue Dot presented their naming suggestions to 8 eager but very critical business owners. We’d been warned that one of the ideas was a bit wackier than the rest and would require a bit of extra explanation. But of course, that one name stood out above all the other excellent proposals.
The name derives from a word we felt was inextricably linked to our mission – propel. Using this word, the team came across the concept of a toroidal propeller – one of the most advanced and innovative propellers from an engineering standpoint, used in drones and boats to reduce noise and improve fuel efficiency. Inspired by the shape of the toroidal propeller, a symbol of continuous innovation and efficiency, based on the shape of a twisted loop, the name resonated with us all.
We think it perfectly encapsulates our mission to bring the latest advances in data and AI to propel businesses forward. We are passionate about growing the twisted loop business and we’re excited to embark on this journey with you.
Once again, our thanks go to Pale Blue Dot for the creative breakthroughs they’ll forever be associated with.
We’re certain that many other entrepreneurs have had similar naming experiences. Why not let us know how you solved the first big challenge?