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Why We Rebranded

A question we often get is "why did you rebrand?” As an interactive design company (formerly L2D), image and perception matter quite a bit. So it would seem counterintuitive to change our name after more than fifteen years. While we still do the same things—strategy, design, and development—we thought it was time to rethink both who we are and the resurgent shift that has taken place inside our company. Changing our name and a wholesale rebranding started to make a lot of sense.

Who we are has changed over the years. Like for many other businesses, 2020 was the domino that initiated considerable change. As the pandemic dragged on from a couple of weeks into well over a year, some of the culture we had worked so hard to build began to erode. By 2022, after some needed rebuilding, we realized we weren’t just building back to what we had, we were undergoing renewal. Much of that renewal came in the form of our team’s makeup (we have a lot of new faces). We presented the idea of rebranding to our team and after some reflection, they were in. From that point on, we entrusted them with the process of picking because, again, it was important that the new name reflect the identity of our current team. 

To understand where we landed, it’s important to first know what a triptych is. A triptych is a three-paneled piece of art, traditionally from the Renaissance (rebirth) period. They were used to tell a story or a progression—a shift. The artworks were often used as altarpieces in churches and cathedrals as a way of telling a biblical story. For us, the advent of the triptych during a period of renewal in culture, along with its ability to tell a carefully crafted story through artful expression, speaks deeply to who we are and what we do for our clients. 

The three panels of a triptych reflect our three-pronged approach to every project we pursue. We work closely with our clients to carefully STRATEGIZE the direction that is best for them and those they serve. We then artfully DESIGN a user-experience that meets communicated and unspoken needs. Lastly, we DEVELOP an interactive campaign, application, website or product that completes the picture. Our team has mastered this approach and all three disciplines are vital to the success of every project.

Many of us at Triptych have a background in art, strengthening our connection between art and digital innovation every day. Our team is not only well-versed in understanding how art influences what we build, but how we work together. The simple act of designing, building, and collaborating is meaningful; it’s what we believe we were created to do. Each drag of the pencil and keystroke (of our lovingly customized keyboards) is as meaningful as the end result. The process is as beautiful as the finished piece. 

The name of our proper connection to the earth is ‘good work,’ for good work involves much giving of honor. It honors the source of its materials; it honors the place where it is done; it honors the art by which it is done; it honors the thing that it makes and the user of the made thing.
—Wendell Berry

Just as a triptych was used to tell great stories throughout history, Triptych is helping tell the stories of our clients, bridging the gap between artistry and digital experiences. This rebranding isn't just a change of name but a more accurate embodiment of who we are. It symbolizes a deeper understanding and integration of art with technology, reflecting our commitment to innovation, creativity, and the intricate storytelling of digital landscapes. This is why we rebranded.