We've finally found a name that encapsulates our essence. It's fascinating how sometimes you work in your business, and other times you need to work on your business!!! Today was definitely the latter.

Mr Unconventional, according to Jefta

It's become increasingly clear that clients and partners reach out for our fresh perspective. Jefta always calls me "Mr. Unconventional" - the guy you call when the 'usual' approach no longer works. It's a bit of a badge of honor, one that I'm learning to embrace. There's a kernel of truth in it that I haven't fully dared to stand behind yet.

SKOUT.ED: Skool for Unconventional Thinking

Building on this idea and considering our unique philosophy and desire to share knowledge, we've come up with "Skool for Unconventional Thinking." The 'SKool' part stands for "School of Thought." It's a working title for now, but it gives us an identity to rally around.

We're calling ourselves "Skouts": we venture out and return to share our experiences. We're on the lookout for what's coming next, acting as guides for others.

Design elements

We've even settled on a color scheme: Magenta (which doesn't really exist - it's actually red and blue very close together), black for structure, white for openness, and blue as an accent color.

This new logo, designed by Kristiaan der Nederlanden (though we secretly flipped it), represents setting out lines, connecting the dots, forming connections, but also bottom-up growth like a lotus or the surf sign for 'stoked.'

It feels good to have this initial form of identity. It's certainly good enough for now to give us a sense of who we are and what we stand for. The last name Eliace which stood for Even Life Is A Concept will vanish. Thank you for a great 20 year long journey!