From Zero to Power: A Brand's First Steps in Venice

We kicked off the Static Finance brand here at the studio in Venice, California. And when I say kickoff, I mean square zero. They showed up with nothing—which is actually my favorite place to start. Vulnerable, open, full of potential.

They flew in from Boston and Vancouver with a goal: start something real. No fluff. And while we assumed the name Static Finance was sticking, turns out that was just a placeholder. We didn't know that yet.

They rolled in around 10 a.m. We did what we always do: hung out for a bit, let everyone settle, gave them the tour—the backyard, the fire pit, the studio, the vibe. That stuff matters. You can feel it. We're not just going to crank out a logo here—we're going to make your baby. And then you're gonna raise it. So trust is the whole thing. And this space? It builds trust.

We've got this indoor-outdoor setup that just works. Big central bar for standing work, couches for when you need to slow down, fire pit for late-day conversation. It's a creative environment disguised as a hangout spot.

First thing on the agenda: foundational identity kickoff. We run through a timed slide deck—20 slides, 90 minutes, each with a hard clock. Because when your brand is that early, you can spiral. And these constraints? They help us move. Push through the noise.

After that first push, we bring in lunch. Then a walk—Venice canals, beach, sunshine. Get the blood moving, clear your head. Back at the fire pit, we start unpacking. What stuck? What still feels fuzzy? What do we not agree with?

Pretty quickly, it was clear: "Static Finance" wasn’t it. The name didn’t have the energy. But what came up? Power. That word started showing up. And then we went down the rabbit hole—trademark checks, domain checks, iconography. The power symbol? It's a circle and a line. Clean. Beautiful. More importantly available.

We pitched it to Stephen Leahey, the CEO. Asked him straight up: would you entertain a name change? Without hesitation: yes. And just like that, everything clicked. Clarity. Excitement. The problem space shrank, and we started making.

By the end of day one, we had it. New name: Power. Logo sketch that held. Two token symbols. Done.

Wild.

That night, we did what we always do. Opened some wine, made some pizza out back, broke bread. Because design isn’t just what happens on the boards. It's what happens in those in-between moments. That’s where the trust shows up. That’s where the work gets real.

And that’s how Power Finance began. Right here in Venice.