Articulate. That was the initial brand/company name that I was so sure I was gonna use. Nothing could change my mind as to me it was perfect. It speaks volumes in terms of what I want to do and yes, damn right it sounds intelligent.

Too intelligent if you ask me today. Months back when I was planning the whole business, I think deep down I wanted to be sure about something and the name “Articulate” was the only thing I was sure about then and therefore held on to it like my life depended on it.

Kenny: “Have you found out if the domain name is taken?”

Me: “……”

You would think that that would be the first thing you find out if you’re planning to run a e-commerce website but noooooo…. I had to focus my time and energy into budgets, sales projections, branding, operation structure, financials, marketing, the business plan basically, and completely missed out an important detail like YOUR WEBSITE ADDRESS.

So this was what made me instantly shook my head in despair – www.articulate.com

Yes, it is an e-learning software company.

The next day I brainstormed a few possible brand names and at the same time checking to see if the domain name was available. This went on for 2 days.

Articul8

Artforallmankind

Cooldairies

Artcentric

3iconics

Wasn’t feeling any of these names until 3editions came along. That was when it all made sense.

3editions deals with 3 categories of artworks, namely Open Editions, Limited Editions and Original Editions. The idea behind this is to better define the various categories of art available and to create aspiration amongst different consumers. Yes nurturing the art enthusiast in you has to start somewhere.

Open Editions = Open prints. We wanted to create a good entry level for nurturing new consumers onto the brand platform. In other words to provide art pieces in the form of prints that are accessible and affordable for people to purchase, whether its for their home or office decor. This, we believe will also bridge the gap between artists looking for platforms to showcase their work and people looking for contemporary pieces of art to decorate their lives. People will have the option to choose between art prints or canvases and their sizes. All prints will be printed at the highest quality the industry has to offer.

Limited Editions = Limited edition prints. Signed, numbered and certified by the artists themselves. This category is targeted at people who already have a deeper appreciation of artworks and wouldn’t mind spending alil more to collect. We will be curating and carefully selecting artists to submit their artworks within this category based on their work, demand and value.

Original Edition = Original fine artworks. This is mainly comprising of paintings and one-off pieces that you find in most fine art galleries today. Works in this category will be mainly represented by established artists and catered for the distinguished and true collectors of art.

So there you have it. A candid summary of our brand story and how we truly believe in becoming that platform for all artists to share their work to their audiences and for them to show appreciation.

Soon after locking down the name, we approached Kenny (yes the same guy who popped the question earlier), friend and Business Director of 6-IDE – a Boutique Creative Firm geared to providing cutting-edge and innovative services in the fields of Design, Media & Events – to develop our brand identity for 3editions. As soon as we met up, we knew that the synergy between us was right and they understood what the brand represents and how the approach should be.

We were indeed ecstatic over the final visual elements that make up 3editions as the brand today.

Yours,

W