Can you believe that we have been in business for more than 23 years? We can’t believe it. At the same time, when we reflect on how technology has changed over the last two decades plus, we’re surprised it has only been 23 years.
When we started out as NetMediaOne in 1999, we were one of the first web development companies in our region. During the next decade, our field would change dramatically. By the end of that period, a never-before-seen device called the iPhone came along and changed things even further. It led to a revolution from desktops, laptops and the web to mobile devices and apps, and it was a big reason why we rebranded to Able Engine. Our name, NetMediaOne, became outdated. The fact that almost everyone knew us as a web development company alone meant that we felt it was necessary to change our name. That transition was very successful for us, allowing us to be something new, and we grew as a company.
A Second Crossroads
Now, another decade later, we find ourselves at a second major crossroads. Technology has once again changed dramatically, and we are no longer just a web or mobile company. Yet that is how most who know us would label Able Engine. Another obstacle is when potential clients who hear our name for the first time ask if we do engine repair or work in the auto industry. Anyone involved in marketing understands that having to spend those initial moments of branding to “unbrand” yourself before correctly “branding” yourself often can mean the difference between a sale and a lost opportunity.
A New Brand, a New Direction
That leads us to today. We are launching a new brand—one that better defines who we are and what we do. It will make it easier for clients, potential clients and friends to remember not only our name, but also our services. We put a lot of thought, introspection, time and effort into the new brand. It was crucial to create something simple, yet powerful and easy to remember. It has to be impactful and professional, while being descriptive of our industry and the work we perform. We believe the new brand achieves these goals.
Our New Name
The name we have chosen is Streamline. It is a word that started out in use for the automotive, aerospace and marine industries to mean improving the aerodynamics of a shape to decrease drag and resistance. Our company has changed over time, and Streamline has been adapted over for use in business, such as in regard to a workflow within an organization that has been simplified and improved to make it more efficient and productive.
What the Name Means
It can be used as a noun, a verb and even an adjective. For instance, here are some definitions of Streamline:
- To bring up to date : modernize (Merriam Webster)
- Make (an organization or system) more efficient and effective by employing faster or simpler working methods. (Oxford Languages)
- Improve the efficiency of, often by simplification (The Free Dictionary)
- Make (something) simpler, more effective, or more productive (Britannica Dictionary)
- Change something so that it works better, especially by making it simpler (Cambridge Dictionary)
These definitions have a lot of synergy with the work our company does for our customers today. Most of our clients come to us requesting a website, mobile app, custom development or similar service. Then we evaluate the project and determine the problem they are trying to solve. In the majority of cases, it is much deeper than simply developing a website or mobile app. It almost always involves attempting to improve workflows and processes. It typically requires making the complex simpler and easier and improving efficiency and productivity. So our clients are looking to streamline their businesses, and that is why we chose Streamline as the name for our company. It captures not only what we do, but it can also be used to explain what we are doing and what we have done. That is what the perfect brand should do!
A New Service
With this new branding, we are also launching a new service called Digital Transformation which can be defined as—you probably guessed it—streamlining your business technology, specifically workflows and processes.
We are excited about this rebranding and we cannot wait to discuss this change with you, so feel free to reach out to us to chat about the new name, new logo, colors, services, whatever else you would like to discuss. We are here for you today just as we have been for the last 23 years—same company, new brand!