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When I searched the trademark database for the availability of Ello Productions, I searched incorrectly, and Ello appeared to be free for me to use. Unbeknownst to me at the time, several large companies were in a legal battle over the name (according to a legal advisor).

Hence the name and URL change. All the names I wanted to use were already taken or trademarked, except one. That one made my friends crack up because they couldn’t figure out the right way to pronounce it: Kiwaidae, (“kee-why-dee,” if you’re interested, although I prefer the mispronunciation “kee-why-duh” because it sounds better).

Weird? Yes, but hey, this is a creative agency.

My friends convinced me, after about three weeks of listening to me whine about the search, to mashup my name to make it easy for potential clients to understand.

Kiwaidae is the scientific name for “yeti crabs,” which are dancing hairy crabs that live in the bottom of the sea near hydrothermal vents.

I love the name because it reminds me of a series of spiritual dreams that I had. I was searching for God in the form of a magic sea creature. In my dream, I’d scuba dive as deep as I could go and then either run out of air or get the bends on my way back up to the surface. Not a pleasant way to wake up.

But aaah, when I got close enough to feel Its presence…!

Not really sure why I went into such detail about something so private. But there it is.

Laura O’Neal





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