Cheryl and I have been doing design work, creative work and art projects since long before we met each other. People began to lump us into a collective: “Those DeWolfes.” We did our branding around a playful design. In a world where “Goo” is in the name of the biggest Internet company, we thought there was a room for a wacky design company that delivered some serious improvements. No, no there wasn’t. People didn’t know how to take the approach. Our branding-- the marketing meant to popularize our business-- became a drag.