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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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What's New at Artifcts
Collection Management Made Easy and Meaningful  

Artifcts thanks Sarah Reeder, Artifactual History Appraisal, for her contributions to the following article.

Reading time: 4 minutes

You may have one or many collections, intentional collections and accidental collections. Part of the fun of collecting is keeping track of it: Knowing what you have and what you’re still hunting for, what is sentimental vs. valuable, and what is okay to sell some day versus you’d prefer to pass down to someone special.

Short checklist about collections

 
 
We know a thing or to about accidental collections. Try out our free checklist available here.

If you were a professional archivist, librarian, or appraiser, you’d have a ready tool in your pocket to help manage your collections. It’s called a finding aid. But guess what? As you Artifct your collections, you are implicitly leveraging the best of finding aids, but in a friendly form that all can enjoy and benefit from. 

Here’s your peek inside the world of archivists where we show you how finding aids and collection management are made easy and meaningful with Artifcts!

What Is a Finding Aid, and Why Should You Care?

Unless you are a collections professional (archivist, librarian, appraiser…), the concept of a finding aid is likely foreign to you. For the longest time at Artifcts we even mistakenly referred to them as finding keys. Oops!

A finding aid is exactly what it sounds like: A tool that helps you locate items within a large collection in a fast and efficient way. A finding aid is a guide that describes the contents of an archival collection. A well-designed finding aid makes quick work of determining the topical relevance of any collection. After all, what good is a collection if discoverability hinders locating and using elements within the collection in the future.

Many of us have experienced the feelings of dread and being overwhelmed upon contemplating many boxes of inherited items that probably have something important contained in them but what and where? Imagine if you had a finding aid that told you exactly what was important and where you could locate it!

This is the magic of what finding aids do.

To a large degree, information within a finding aid is standardized per guidelines from the Society of American Archivists, “Describing Archives: A Content Standard,” better known simply as DACS. Standardization means a professional could work with or for any gallery, library, archive, or museum (aka GLAM) and their collections without much difficulty. They might simply display the information differently than one’s accustomed to.

A finding aid would have information such as: reference code, title, date, extent, name of creator, description, dates, and location. Does that list look familiar? If you Artifct, it should… 

For those of us who didn’t go to Library Science school, in our daily lives we probably do not want to think about taxonomies, metadata, bytes of storage, or even finding aids. We want to enjoy and share the meaning behind the items we’ve collected and ensure the stories and value behind them live on!

Enter Artifcts: Solving Age Old Problems of Finding Aids for Every-Day Collectors 

What we created at Artifcts is the solution to several age-old problems of finding aids in an individual and family-friendly fashion. And this means great things for you all!  While finding aids are brilliant tools for professionals, they are disconnected from how most of us describe and catalog the ‘why’ of our collections. We need more multitasking support in our lives.

Here’s how you can use Artifcts to preserve the history and the value of your collections beyond the constraints of traditional finding aids.

Use those QR codes.

If you were to work with a professional appraiser, archivist, or collections manager of any type, they will likely offer as part of their services a description of the collection and list organizing the inventory within your collection, a finding aid of some sort. But how do you link that list to your physical collection? At Artifcts, you can print a QR code or use Artifcts QR code stickers to link the physical and the digital.

music box with Artifcts QR code on the bottom of the base

 
 
An Artifcts QR code unlocks the story and value!

Record your stories.

Move beyond “scope notes” and “meta data” inherent to the archivist’s expertise – “This is a 19th-century {name of item}” – and breathe life, context, and personal meaning into the objects in your collection, e.g. “This is what Great Great Grandma brought from France when she moved to New York. And I’m giving it to you now.”  

Artifcts offers the options to share your story, indicate what you want to do with items in the future, and supply critical other information like where on earth you’ve stored the item in your home or elsewhere and the supporting documents (receipts, appraisals, and more). 

Connect the dots.

We typically describe each Artifct you create as connecting the dots, because only you know how photos of those specific items relate to shape a story or history. But we help you go a step further, too. You can use our @ feature to cross reference one Artifct with another, tying together pieces of a collection and pieces of a story that others may not otherwise realize relate.  

Description field on Artifcts with menu open showing options for linking with @

 
 
Simply type @ as you add the story or description to your Artifct to link to other Artifcts.

Leverage your community.

Let’s not forget the value in sharing and collaboration to learn more about items in your collections. Through Artifcts Circles and the option to give ‘Edit’ permission to other paid Artifcts members, you can crowdsource information from your loved ones and experts alike to capture important details about your collections that may add historical and family history information as well as increase the value, too. 

Preserve what is.

Add the photos, videos, and original documents you have to your Artifcts. There’s a spot dedicated to securely preserve each as is. No compression. No conversion. What you upload is what you can always download again, too.

 
 
 
 
In our spring 2024 series finale of Evenings with Artifcts, our expert guests shed light on the 'why' and 'what' of collections.

Ensure that if you work with an appraiser or other collections manager in the future, they provide documentary support through Artifcts, so that you can protect and share the value of your collections with friends and family as well as knock off those “to dos” with your insurance company, financial planner, and estate attorney. 

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You may also be interested in these ARTIcles by Artifcts:

What to Consider When You Plan to Donate Art and Other Collectibles

From Rare Art to Family Heirlooms: Tips From a Master as You Consider Selling Your 'Stuff'

Everything You Wanted to Know About Appraisals but Were Afraid to Ask

How to Artifct that Collection

© 2024 Artifcts, Inc. All Rights Reserved.

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Artifcts® Platform Now Supports Publishing to Custom-Designed Books with Partner Akin

Whether you think about photo books as unique and personalized gifts or dream of publishing a life memoir, we love our books! Today Artifcts announced a new partnership with Akin (https://akin.house/artifcts-books/) to offer simple, custom designed books to Arti Community members who wish to publish their Artifcts to books. 

You need only look at the explosive growth of photo book companies to support everything from build-your-own to instant print from Instagram or your phone to know how much we love to have and to hold books. 

Together, Artifcts and Akin have made it simple and affordable to publish a custom-designed, premium quality, personalized book of your Artifcts.  

“Not everyone enjoys spending hours combing through photos, uploading them into software, stressing over layouts, colors, and font choices,” commented Artifcts Co-founder Ellen Goodwin. “Our partnership with Akin means you can simply choose the Artifcts you want to publish, share them privately with Akin, and they’ll lay out the book in the template of your choice and ship it off to you! The whole process for our members takes minutes!” 

Artifcts excels in innovation that places the needs of its Arti Community members first. People expect to share their stories with meaningful context that includes photos, audio, and video. Artifcts has ensured this promise translates to printed books, too. Unlike a standard photo book, for every Artifct you publish, you can include a QR code that allows the viewer to scan and access additional photos and video tied to the story. Your book can come alive. 

“We don’t want our members to worry about the book creation process. We want people to enjoy spending time reliving their stories, and recording what they value most,” said Artifcts Co-founder Heather Nickerson. 

For more information, visit Concierge & Other Professional Services or review the FAQs available at Artifcts.com/FAQs. 

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© 2024 Artifcts, Inc. All Rights Reserved. 

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Not Sure What to Write? Tips from Author Jeff Greenwald

He's authored 1000s of articles, several books, and what's maybe the first known travel blog. And during the Fall 2022 series of Evenings with Artifcts Jeff Greenwald shared with us simple but powerful tips, and a healthy dose of perspective, to help us craft our own stories behind the objects of our lives.  

Watch the full Evenings with Artifcts event here.

  • It is hard to write about an object with no personal meaning but even harder when it has tremendous personal meaning. Bear that in mind and go easy on yourself. 

  • Start with something true. This is the trick to writing anything nonfiction. For example, start with a little line about where you got the object: “I bought this in a street market in Istanbul.” And from there go on to describe the scene a little bit and what happened there that connects you with the object.  

Start with something true.

  • Other starters for your Artifcts:  

        • Where were you when you acquired the object? 
        • Was it a gift? Who gave it to you? Tell a bit about them. What was your relationship with them that they felt they should give you a gift like that? “The moon Rocket was a gift for my friend Dave Mccutcheon, and he and I have been friends for many years and share a love of robots and spaceships and dinosaurs... all those things we loved when we were kids.” 
        • Why is it important to you?
        • What feelings does it evoke in you?
  • If a story comes to mind, you can just start jotting it down anywhere. Let your thoughts go where they will. It can be a collection of random thoughts that you can look at later and put together into some sort of a story structure. 

  • We all have stories. Writers block comes from our internal critic. It challenges you with, “Why would anybody want to read it? What could you have to say? What makes you think you're so great that anyone should listen to anything you're telling them?” You have to tell yourself, “I have a right to do this because I’m a human being with a story, and the story deserves to be told whether or not you, my internal critic, thinks that it does.” Push the internal critic aside. 
I’m a human being with a story, and the story deserves to be told.
  • If you value the stories and need motivation to begin capturing and preserving those stories with Artifcts, make a deal with yourself like Jeff did. Jeff made a pact to give away the objects once their stories were told. Maybe you’ll choose to Artifct twice per week. Or perhaps you’ll start with those items that are most meaningful to you.  

  • A bit of advice Jeff shared from esteemed author Kurt Vonnegut: Write your stories as though you are writing them for one person, as if you are telling this person each of the stories. It gives all the stories a similar tone, a singular voice. 

  • Always include when and where the object was acquired. These are important details.

  • Struggling with a title? Write out 10 of them. It will help you to start to shape your story, too.

Our stuff, the objects that we collect, that inspire us, they are really not what's important. We do not need to keep them. The only thing that is important are the stories, and the only way to keep the stories is to tell them.

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© 2024 Artifcts, Inc. All Rights Reserved.

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