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What’s In a (Brand) Name?

Ellen Goodwin, Artifcts
October 28, 2023

I went from a “company” everyone knew by its initials alone, “CIA,” to a made-up composite word people loved to pronounce with a French twist, “Knoema,” to one that is spelled informally without the second a, “Artifcts.”

You may wonder, perhaps with a hint of exasperation, why, oh, why do companies deliberately misspell their names?

Trends in naming come and go. For a while you saw 'x' replacing letters, like Spanx. You’ve also seen the small first letter theme, like eBay or iTunes, matching the brand name with its means of distribution, as in e-electronic or i-Internet 

You likely know many companies that have opted, like Artifcts, to exclude or replace vowels, e.g., Flickr, Lyft, Tumblr, Sweepr, and Swype. Even conferences have gotten in on the game; THRIV and HLTH come to mind.

We asked Maureen Longoria, Co-founder and CEO of LivNow Relocation, another startup from the AARP AgeTech Collaborative, about her brand’s missing vowel. “That’s kind of a funny story. We started out as Live Now Relocation. We soon realized people were calling us ‘LIVE’ like ‘a live concert’ rather than ‘LIVE’ like ‘I’m living my best life'. We dropped the ‘e’ and combined the words to become LivNow, because we want to help people live their best lives by helping them get to a senior living community.” 

There are a myriad of other reasons for unconventional spellings, too, including: 

      • Appeal and intrigue to the curious, playful, imaginative, and young/young-at-heart 
      • Securing and enforcing a trademark 
      • Reinforcing the brand, and this is where Artifcts especially shines. 

The Missing ‘A’ of Artifcts 

Choosing the name Artifcts was an intentional element of our strategy back in the winter of 2020/2021 to reinforce our brand feel and purpose, serving as the lighthouse for all we do: artifacts (aka ‘stuff’). 

We like to say we are redefining 'artifacts' one painting, monkey in a barrel, and whiskey glass at a time. Artifcts you create do not need to be valuable, historically relevant, part of a collection, or family heirlooms. An Artifct is anything that has meaning to you

Artifcts also rolls off the tongue when verb-ified, helping us to emphasize this is not just a product, it’s a way of life. We are Artifcting daily. It’s in our hearts, homes, and habits. Artifcts make our lives richer, more connected-more meaningful, and set ourselves up for less-burdened futures. 

Unique Brand Names Can Also Be Uniquely Problematic 

We went in eyes wide open to the challenges our brand name would create, although we admittedly thought we could tackle them a bit faster than has proven viable. Chief among those is the disregard of Google for startups and anything outside the norm, including brand names.

Simply stated, Google hates us.

Google insists on autocorrecting the spelling of our name. And this need not be the case! Crunchbase plays nicely; you can easily look us up there. Someday, when everyone knows and loves us already, Google will rethink its anti-startup ways.

Until then we have no choice but to bid on Google Ad Words for our own trademarked brand name or rely on people clicking, “Search instead for Artifcts.” I do this anyway, every day, all day for my searches for other companies, people, and more, so it’s second nature to me. But not all people are so vigilant. Why can’t Google learn faster?!

Google autocorrects Artifcts to Artifacts

We humans naturally, mentally autocorrect.

Without a second thought, our brains fill in the rejected 'a.' Thinking 'Artifacts' still grounds you to our core concept of ‘stuff,’ but it can also mean that you suddenly find yourself thinking, “Wait, what letter was missing?”

We know the feeling.

And we’re leaning in to celebrate our rejected ‘a’ and help anyone who maybe can’t remember. Enjoy this playful surprise from all of us at Artifcts, A-r-t-i-f-c-t-s. 

                    Artifacts becomes Artifcts with animation to pop out the extra a

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© 2023 Artifcts, Inc. All Rights Reserved.

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Spring Cleaning: The Clothing Edition

Spring has sprung and our closets are ready to spring forth as well. Clothing has a sneaky way of taking up space in our hearts AND in our closets, which is why this year we’re offering up some tips and tricks for spring cleaning dedicated to clothing and accessories.

Our expert tip on all things clothing? Artifct it, of course, and include a photo of you wearing it back in the day, if possible, to help you keep the memories, while you let go of the items you haven’t worn in years, if not decades.

But Artifcting is not the be all, end all. Are you ready to free up closet space? Let’s get started!

Seasonal Items

As you get ready to put your winter clothing into storage and take out your spring essentials consider what you actually wore this past winter and what you kept, thinking you WOULD wear.

In our household we make two piles—the “yes, I wore it” pile, and the “nope, never touched it pile.” We then take a hard look at that second pile to determine the reason WHY we never wore it. Was it not cold enough this winter? Does the item no longer fit? If the answer is yes to the latter, we consider who else might need or want it (nieces, nephews, etc.) or we pick our favorite charity to donate the item.

We also take a hard look at winter gear that has stood the test of time for years but may be on its way out. I broke down in tears this year over my husband’s beloved Patagonia down jacket. The memories, the adventures! However, it was hard to ignore the feathers seeping out of every seam. I found myself having to vacuum after every wear. We took it back to Patagonia hoping they’d be able to repair it as part of their Worn Wear Program, but alas, it was beyond repair. We agreed to let Patagonia recycle the jacket although not before Artifcting it!

 

Professional Clothing (aka Life Before COVID)

Remember when we used to get dressed up EVERY day and go into the office? The actual office. Not just our home office. Although memories fade, the clothing lingering in our closet(s) serves as a constant reminder of, “Oh yeah, I used to actually wear that stuff.”

This year I took a hard look at our professional clothes to determine what has a realistic chance of being worn again, and what can be relegated to the “life before COVID” bin (aka donation bin). We donate most professional clothing items to Dress for Success and sell a handful of items with TheRealReal. It’s amazing the closet space and hangers we regained this year when we were realistic about what we would wear post-COVID.

I admit there were some items I was reluctant to let go of because of the memories. My first pair of heels and my favorite ballet flats fell into this category. Both had been worn past any useful lifespan and yet, I didn’t want to let go. So, what’s a girl to do? You guessed it, I Artifcted them. And then I felt a little less guilty getting rid of them. Artifcts enabled me to keep the memories and let go of the actual ‘stuff.’

 

Kid Clothing

They grow so fast! My daughter’s closet is a ready target when it comes to spring cleaning. She’s now old enough to help with the process, and she knows once the items are donated she gets to pick out replacement items that fit. Extra motivation! And even together time since she’s now at the age when she loves to shop.

We usually donate the clothing she has outgrown to our local Goodwill store, although there are some items she’ll ask to keep and repurpose. She stunned us one year when she repurposed her old ballet tutu into a modern work of art!

T-Shirts

Yes, they deserve their own category. My dear husband has a way of coming home from every trip, conference, and work event with another t-shirt. We’ve relegated his t-shirt collection to one drawer and one under-the-bed bin. And yet. There are so many!

Although this go-around with spring cleaning most of his t-shirts were spared. Why? Because he wears them, all of them.

I, however, discovered that I had been holding on to a t-shirt in MY t-shirt bin that I hadn’t even worn. Not once. I was getting ready to Artifct it (and include photos and video of the event) when our youngest swooped in to claim it for herself. Being two sizes too big, it was declared “tres, tres chic.” Success! T-shirt re-homed. We often joke here at Artifcts that the best vintage shop in the world is probably Grandma’s closet! (Or in this case, my closet!)

 

Accessories

Since when did we own two dozen hats?

Like t-shirts, accessories tend to multiply like bunnies at least in our household. Hats, socks, and re-usable bags tend to be the worst offenders. Companies love to gift accessories as promotional materials, and most members of my household LOVE to accept those gifts. You see where this is going.

We have a bin dedicated solely to reusable bags, and another to hats. I took a hard look at both this past month and lovingly put out for free a dozen reusable bags and a half dozen hats. Much to my delight they were picked up within minutes of setting them out.

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On a roll? If you need some donation ideas outside the usual, check out the clothing section of Going Green. With Artifcts.

If instead you're ready for tips on decluttering and organizing beyond clothing, you may love our 15 Decluttering Targets for Artifcters or one of our Evenings with Artifcts episodes with Matt Paxton!

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© 2026 Artifcts, Inc. All Rights Reserved.

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Rescue Mission: That's More Than a Photo! Artifct That.

Over the years, we've come to appreciate how even seemingly random photos can provide the spark connecting us to each other, to histories, to pasts unknown, if given the opportunity. The ice hiker shown above? Where was he? What was he doing? Where was he going? What became of him after his great adventure?

I bet we all have a photo like this. One that is black and white, maybe a little tattered around the edges. Maybe you found yours in a bin of old photos tucked away in a great Aunt's attic, or maybe yours was carefully, loving framed and had sat on top of Nana's piano for decades. Decades! 

We've all heard the cliche that a photo is worth a thousand words, but we've yet to have a photo start telling us the who, what, when, where and why it was taken. The simple truth is photos can't talk. A researcher could find an explorers club to assist, trace the clothing, authenticate the age of the paper, maybe. But absent a family member or friend knowing his story, his details, he and his story could very well remain a mystery for future generations. 

Our co-founder Heather was reminded of this not too long ago when trying to rather unsuccessfully piece together the (presumed) relatives from generations past in a series of family photos. It was a frustrating and in the end rather helpless task since no living members of her family could recall the details. The closest she got to an answer was "that might have been Great Nana B's sister...or cousin...or maybe just a friend." Yep, that was helpful!

In fact, if you've read Our Story, you've seen a black and white photo of woman who in some ways is the silent third founder of Artifcts.

 

Artifcts co-founder Heather Nickerson's mother

 
 
 

The photo grabs you. Who is she? What (or who) is she looking at that is making her smile? Who took the picture? When was this picture taken and where? Truth is, her end-of-life was the inspiration for Artifcts and our efforts to remove so much of the potential burden from our loved ones who are left to parse through our belongings, photos included, after we're gone. We built Artifcts to ensure that families everywhere can pass along memories, heritage, and legacy, and not just items. Her photo is no longer a mere photograph, but a history. You can read about that very photo's history here.

When you can, you should just ASK!

Here are two more photos that capture our interest in the same way, sparking the same questions. And, we wonder: If someone sold framed photos like this through an estate sale, consignment shop, or flea market, would they captivate a curious, anonymous buyer? They could just as easily fit into the decor of a modern home as one with a farmhouse chic decor or even a cozier older style. 

 

 
 
 

Our CTO, Matt, found these framed portraits buried in a collection of old photographs his mother had kept in her house. Thankfully she had already Artifcted them and Matt was able to know not only who the photos were of (his great grandmother!), but also when they were taken. Absent his mother taking the time to Artifct the photos and the details, that part of their family history would have been easily forgotten, and quite possibly discarded or donated. 

Look around your house. Would the next generation know who is in the framed photos you have on display? Would they know WHY they are on display? Why they matter to you and your family? Chances are, probably not.

Take a moment today to capture that history before it slips away. Not sure where to start or what questions to ask? Download a copy of our free Rescue Those Photos! checklist to help you get started.

Artifct a few choice photosyour favorites, the most outrageous, or maybe the ones that make you go, "Hmmm." You can easily share your Artifcts with friends and family to meaningfully connect and reconnect over (nearly!) lost pasts and new stories shared for more "I never knew that about you!" moments now and into the future.

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If you are interested in photo and/or video digitization services, our Partners at The Photo Managers can help! Our Artifcts Team is proud to be a sponsor of The Photo Managers Conference this year in Boston. 

Attending the Conference? Stop by our Artifcts booth and say hello to the team! We're happy to show you how Artifcts can help bring your photos, stories, and memories to life. 

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© 2026 Artifcts, Inc. All Rights Reserved.

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Gone in a Woof: The Tragic Tale of Mr. Moose

Dear Reader, 

Allow me to introduce myself. My name is Sasso Piatto, destroyer of stuffies and Chief Happiness Officer here at Artifcts. I haven’t got much time as my Mum has stepped away from her laptop, and I know she’ll be back soon.  

Today’s topic? The importance of Artifcting ALL your life’s keepsakes because you never know what will happen next. Case in point, my cherished Mr. Moose.  

Mr. Moose was the love of my life (second only to bacon). We had been through thick and thin together. Mr. Moose was always up for adventures—mud puddle hopping, snow pile digging, and zoomies in the front yard. He was my constant companion, my snuggle buddy, and my best friend.  

And then, just yesterday, an unthinkable thing happened. My Mum got rid of Mr. Moose. One moment I was admiring my handy-work (who knew Mr. Moose had so much stuffing?) and then, gone! Into the trash. How could she?! 

Sure, he was well-loved (who doesn’t love a plush moose with squeaky antlers), but that doesn’t mean that it was time for him to go. My Mum claimed the stuffing was falling out of him (I think she needs new glasses) and that the squeaker was a choking hazard. As if! I swallow Milk Bones whole! Choking hazard, it was not.  

And the worst part is that she didn’t even pause long enough to let me ARTIFCT him. Not one photo. Not one solemn moment to stop and reflect on all the love and joy Mr. Moose has brought me over the years. Of all the people, of all the deeds. How could my Mum, the founder of Artifcts, TOSS MR. MOOSE OUT before I got to Artifct him? 

I beg you Dear Reader to take a moment today and Artifct That! It could be a favorite photo, a cherished piece of kid's art, or for the love of all, a favorite toy.  If you’re planning to declutter this spring (hello spring cleaning!) take a moment to Artifct those treasures before you (OR YOUR MUM) toss them out.  

Speaking of spring cleaning, I heard my Mum mumble something about re-homing the Everest sized pile of sticks I’ve accumulated outside the front door. For those of you not in the know, I’ve learned that “re-homing” really means removing. I’ve got to go! Time to Artifct my favorite sticks before they too disappear.  

Yours Truly, 

Sasso Piatto

PS. Happy April Fool’s Day! We hope today’s ARTIcles story from Sasso made you smile. You can  click here to view all of Sasso’s Artifcts  (written in his voice of course!).  

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© 2026 Artifcts, Inc. All Rights Reserved.

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