What's in a name?
Sixteen years ago, it was simple enough to start a business under my own name, and build it on the talent and experience that a young designer had at the time. Over that time, the firm has matured; our expertise has deepened, we are engaged in the strategic aspects of our client engagements more than ever. Welcome to Aespire®.
Why Aespire?
At the end of the day, every cause has one aim: to achieve greater good and have lasting impact in their community, region and in the world.
Pursuing Significance
Since fifty is the new thirty, as a firm we want to move from the pursuit of success to the achievement of significance. Awards and recognition don’t matter as much anymore; doing work that leaves a lasting and noticeable impact does.
Walking the talk about alignment
For the past few years, we’ve been talking with our clients about alignment – when branding and communications align with the organization’s mission and connect with stakeholder’s values.
It’s not complicated: Listen closely to what the stakeholders are saying, and it will be clear what they are listening for.
We’re listening, and a few months ago started on a journey of re-alignment. 16 years ago when we started the firm, its name was Brian Sooy & Co., and for the past 5 years ago we’ve been know as Sooy+Co. From now on; we'll be known as Aespire®.
Not that I minded having my name on the firm, but it’s time to focus on our strategic process (Clarity™) and our product (helping our clients implement the crecommendations that flow from the strategy). We’re not simply changing the name, we’re creating a new company, we’re reinventing ourselves.
I used to be really obsessed with success, but I want to strive for something greater. Now I'm more concerned with significance.
The next few weeks we’ll be chronicling the end of one path and the start of a new journey. Join us for the ride?
The courage to reinvent ourselves
10 years ago, I started on a journey to reinvent my firm, without realizing that it was the beginning of a road less traveled. Where many designers are passionate about design, I am equally passionate about running my business well. Learning to conduct business, manage business, and develop business is an ongoing process. Solving problems for our clients is important; I want them to know I also understand their business challenges.
The designer's call to altruism
After a recent conversation with the communications director of a global manufacturing company who also runs a non-profit, I've been thinking lately about the designer's obligation for altruism. To put it simply, we are obliged to give back to the community in meaningful ways.