Trace Element
Make different
- Naming
TRACE ELEMENT is a Dallas-based branding and design studio created by Jeff Barfoot and Lindsey Phaup. The name suggests how the studio works behind the scenes with a client, helping the larger brand identity take shape.
What we did
When we began the project, Jeff and Lindsey were transitioning away from a large advertising and branding firm to venture out on their own. We had worked with both of them on projects for their own clients, but this one would be a bit more personally meaningful.
What was the deal with…
Trademark
We conducted a preliminary screening in the US, Canada, and Mexico to avoid trademark conflict in the territories where they planned to operate.
URL
The client understood that a good name comes before a good URL, although they were able to acquire the .com.
The decision
The team had worked with us many times over many years, so they knew and trusted our creative process. This solid relationship allowed us to come to a consensus when it was time to narrow down the names to a list of contenders.