The Ink Foundry Name

There was this really cool company named Sonic Foundry that had awesome advertising back in the late 90s when I started my company. I fell in love with the name “foundry” because it sounded oh so very hard working. A key core lesson that I learned as a former competitive gymnast, is that no matter how talented you may be, hard work trumps talent. Always. Everyday. Eternally.


I hope I’ve helped a few entrepreneurs on their journey with that valuable lesson.


Working with Fortune 500 brands such as Carmax and Chevron as well as really cool start ups in the wine, food and restaurant industries, I wanted the agency name to reflect our versatile and hard working corporate roots. On the flip side, we’ve come up with some crazy ideas, so we needed to balance out the corporate side with a playful and creative twist. We recently had a client call and say that an idea we proposed was “so out there, we don’t have any feedback other than, we trust you and are putting our faith in you”. (we’re writing the case study soon)


The term “Ink” is a slang term used to describe traditional news coverage. I thought that “Ink” was a great way to express our less than conventional side.


Arnold Ontes, a brilliant artist, was instrumental in not only developing the logo, but leading us through the naming process. He really challenged us to come up with an appropriate name that represented our service proposition. He may still have some of the crazy combinations that we came up with. It took nearly nine months to develop the name and brand package, but we know all of that time and effort paid off.


Group 22, a super talented design shop, recently updated the logo for us to reflect the opening of our second office in San Francisco and our expanded services. I love it! – Carin Galletta