Who Are We?
When we purchased Century Graphics, we thought very little about the name because our clients knew us and what we did. Besides, it was much easier to leave well enough alone. As new business owners, we had other things on our minds.
A few years later, we decided we needed to re-evaluate who we were as a company and determine a new vision for who we wanted to be. As I’ve mentioned before, the people you hire help define the future. And, like many other companies, we realized we were already down a new road and the services we were providing to our clients had extended beyond what our name implied. In fact, in many cases our name had become a detriment to our business direction and it was holding us back.
The mental process of deciding to change what had been a safe and sure thing was not easy. We were reluctant to give up a part of our culture and history. “What will our current clients think?” was first of mind. However, it was clear that we already had our current clients … it was searching for the best and brightest new clients that we now needed to think about.
As a communications and design agency that invigorates brands through smart, inspired, creative solutions, we needed a name that evoked a sense of wonder and not only stood out from the crowd but was memorable. And so Go East was born. Yes, we were east of the Cities and, yes, we wanted our clients to go in a different direction (not “West, young man”), but what we wanted most was a name that fit not only who were were, but who we planned to become. Considering our future, rapidly changing technology and the changing needs of our clients, Go East works on so many levels.
We were (and still are) very excited about our name change. Redesigning our marketing materials and creating a new message and voice that was in alignment with our business strategy was an exciting process. Our employees are proud of who we’ve become and understood their role in making the vision come alive. It was almost as exciting as our beginning … except it wasn’t about buying a business, it was about re-introducing ourselves and bringing our new identity to life.
What do you think of when you see or hear “Go East”? We’d love to hear from you.

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