Nov 20, 2012

Enlarge Digital branding and web design agency Ascentium has been rebranded and is now called… more When Steve Farell, co-president of the digital branding and e-commerce agency that until this week was called Ascentium , first heard the company would be rebranded as Smith , he was incredulous. “The first time the name ‘Smith’ came out, a bunch of us said, 'Nope, that won’t work,'” Farell said. Enlarge Digital branding and web design agency Ascentium has been rebranded and is now called… more The company is getting a new name and being rebranded because Ascentium acquired and merged with Canadian e-commerce and marketing agency Cactus Commerce last year. Farell said the initial idea for the agency’s new name was Blackbeard. But that forced everyone to explain that they weren’t talking about the murderous pirate, just the concept of a rogue, open-sea-loving agency willing to risk it all for a great idea. But then, after spending a weekend thinking about what the company does – build and craft websites and the brands that appear on them – Farell realized Smith was the perfect name. “We found this reference to the name, 'Smith,' that a Smith, because of the commonality of their name, must be known by their actions. That really struck a chord with everyone,” Farell said. The newly named agency employs more than 300 people around the country and has annual revenue of around $40 million. Formerly Based in Bellevue, it is moving its headquarters to downtown Seattle. Smith counts Microsoft , AT&T and Cisco as clients. Before the companies merged, Ascentium focused on website building, less on branding. But with the addition of Cactus, the companies could merge technical skills with brand creativity to create a full-service digital agency. So, even though the company shares its name with millions of people worldwide and therefore will not be able to literally own or trademark the name, that is what it will be called. “It is uncopyrightable, so in essence, it’s on us to own it,” Farell said. Emily Parkhurst is the managing editor for the Puget Sound Business Journal.