We are really excited about today’s blog, and that is sharing with you what the name FloraPine means. We’ve been meaning to write about this for quite some time, and so you can imagine our excitement to finally be sharing this with you!
When starting a business, creating your business name can be one of the most challenging aspects of it all. Finding resources on how to run a business? Easy. Finding resources on how to craft your business name? Not so much. There may be resources on how to articulate your brand, but picking a business name is kind of up to you and if you’re anything like me, you have lots of ideas which then leads to not deciding on one at all. (All my decision fatigue friends raise their hands!) So when we first started our photography business, we kept it simple and went with my name, Ashley Ham. This later ended up blowing up in our faces (who knew that your own personal name could be a trademarked business?), and within a two week time frame, we had to come up with a business name that we loved and were going to stick to for a very very long time.
It was one of the hardest things we encountered as business owners, but it was the best thing that we ever did for our business. Removing our name from our business, gave us the opportunity to re-brand as a husband and wife team, and removing our names from the business gave us opportunity to brand it really any way we wanted to.
At this time, I (Ashley), was still a graphic designer at a corporation here in Fargo, and during all my off time at work I was googling words that associated with what I would want our brand to reflect. Woodsy, moody, florals, love, commitment, intimacy, relationships, joy. But after a while you have a lot of words and not a lot of direction. My amazing coworkers (so grateful for their patience with me haha) and I started combining words together and came up with some pretty close names, but something was still off. It was time to get personal. What do we primarily photograph? What was the best day of our lives? We primarily document weddings, and the best day of our life was our own wedding day.
Having these facts in mind, Ry and I started to reflect on our own wedding day. We were surrounded by our best friends and our incredible families. It was beautiful and it was holy. We were married in a row of pine tress. I remember the joy it was walking down the aisle with my dad to Ryan with not a single hesitation in my heart. And then the pieces came together.
“With flowers in hand, I walked through a row of pine to my love; FloraPine.”
All of a sudden we had combined two words to create a brand that was a reflection of the best day of our lives. Our wedding day. It fit. It worked. It was US. We hope that when couples book us for their wedding day, that they can recognize our heart for marriage, stories, and what makes their love unique. As unique as FloraPine.
We wanted a brand film that gave us an opportunity to showcase just why we picked our name FloraPine, and what better place to have this filmed than in the row of pine trees that we were wed? Thank you Caleb Stumpfl for taking our vision and truly crafting it into more than we could have ever created on our own. You are amazing. Thank you to Brett Quernemoen for refining our FloraPine brand into what it is today. You helped us get out of our heads, and truly crafted a brand that we are honored to represent.