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What’s in a Name?

People who say naming a child is tough have probably never started their own business. There are many different considerations behind a business name. You must make the right impression, reach a specific audience, make sure the name is memorable and makes an impact while still providing a clue about what you do. You build your entire brand around a few words and then depend on that for your livelihood. Because so much goes into it, you can also learn a lot about a business by the knowing the process by which they chose their name. Here’s how it worked for us:

My founding partner, Luke Kreinberg, no longer in the business but still a close friend, inspired me to leave Hollywood to make videos that make a difference for businesses and organizations. We developed the name One to One Box through a process I love to use in small groups. Write down as many names as you can then bring them to a meeting. The more the merrier, as it is sometimes the ones you wrote without thinking that turn out to be the best.

one to one box

How One to One Box got its start.

As it happened, we didn’t like any of our original names, but were able to cut and paste from the list, eventually joining on the word box and the phrase one to one. This gave us something new and fresh, peripheral enough to be interesting but not too obscure. Something to which we could attach a meaning that related directly to our product. To us, One to One said something about the way online videos inspire more intimate, one to one, relationships. Box represented the medium we’d be disrupting: i.e., television. And thus One to One Box was born. Genius, right?

As with all new ventures there was time of uncertainty, but for myself it was more a time of growth and learning. I was able to take my knowledge and experience from the film business and apply it on behalf an entirely new clientele.

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A little throwback to 2009! 

I have never regretted leaving Hollywood. One to One Box is every bit as memorable and exciting—working for non-profits, winning awards for our work on food programs, putting technology companies on the map, or traveling to Italy to shoot wine videos—it’s great work and has a purpose. I love making videos that make a difference.

As with children, the business has grown, changed, and developed in to something I am very proud of. I hope you enjoyed our One to One Box origin story. More new videos coming soon.

Check out our first crack at a logo.

Our first attempt at a logo.

Our Wine Video Journey

If “life is a journey, not a destination” * then hopefully our recent video series for Poggio La Noce is just the beginning. In May and again in September of 2014, One to One Box ventured to Fiesole, just North of Florence, Italy, to capture footage of the vineyard and the winemaking process. Although a lesser-known part of Tuscany than the more famous Chianti region, the area is gaining renown for some amazing wines being made from the Sangiovese grape. Poggio La Noce owners Claire Beliard and Enzo Schiano live close to the land and bring their own exquisite taste to the creation of amazing wines.

Poggio La Noce Wine–Introduction 

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Of the three videos released so far, Poggio La Noce Wine–Introduction weaves compelling interview footage of the winemakers with gorgeous shots of the vineyard and follows the entire winemaking process from stem to glass.

Poggio La Noce–Winemaking Philosophy

 

Two additional videos, Poggio La Noce Wine–Terroir and Poggio La Noce–Winemaking Philosophy, showcase the land and the ideals that inspire the winemaking.

Poggio La Noce–Terroir

One aspect of our trip that did not show up in the videos is the food. Although we tend to think of Tuscan food as fancy, we actually ate simple meals from Claire and Enzo’s garden, such as Zucchini blossoms lightly batter-fried and filled with a mozzarella brought  from Naples by Enzo’s sister Rosie and the most delicious eggplant parmigiano I’ve ever tasted. Of course, we were compelled to wash it all down with different vintages of Gigio, Gigetto, Gigino, the wines created by Claire and Enzo since they started in 2000.

Whether it’s to Italy, Sacramento, or the streets of San Francisco, we hope you’ll find that our magical journeys inspire magical videos. You can find out more about Poggio La Noce wines and also their amazing olive oil on the gorgeous new website designed by our friends at Turing. Look for some fun video shorts in coming weeks as our Poggio La Noce series continues.

 

* Ralph Waldo Emerson

Integrated Educational Video Media