In early 2021 we were approached by a forward-thinking startup with a big vision to change small business ownership forever. Together we turned their vision into a new category idea we named the Owner OS. We then created a new logo, visual identity, website, and launch video—and gave them a name to match their bootstrapping ethos: Hoist.
In the face of a shrinking middle class, a ballooning gig economy, and a massive uphill battle for every would-be entrepreneur, Hoist had a vision for something better. But at the time, they were billing themselves as a better way to start a painting company. Through a series of strategy workshops, we aligned their executive team around a simple but powerful purpose statement: to restore the American Dream. From there we wrote a category story that introduced the Owner OS, the ultimate platform that empowers small business owners to live up to their full potential.
With our story in place, we got to work naming the company. Unlike buying into an expensive franchise model or simply going it alone, the Owner OS provides everything business owners need in an affordable, turnkey solution—no strings attached. We landed on the name “Hoist” because it suggested this kind of hands-on support while also evoking a sense of upward mobility and alluding to the idea of building something big. All in just five letters.
We then went on to design a logo and brand that captured the hardworking spirit of the platform, plus a new website and 60-second launch video to tell their new category story to the world.