I’m not sure all of you know this, but moxee began as a senior project while in undergrad. Not only that, but it wasn’t a blog. It was an online magazine. Obviously, things have naturally morphed and changed over time here under the same name / branding. Moxee has become an extension of myself … I’m an open book and have loved getting to know my readers and sharing my thoughts + what inspires me. It’s 100% my favorite part of what I do.

With that said, there’s a huge part of me that no longer feels attached to the name moxee and what it used to be. After graduation, I had absolutely no idea that I would be working for myself as a freelance designer so soon. I still really can’t believe it. I continued on under the name moxee because it’s what got me where I am today. However, that name feels so much like my past as I find myself at a crossroads with new + exciting opportunities. I am and will always be BREANNA ROSE, but I can’t say the same with moxee.

This has been on my mind for quite awhile, so after reading Jessica’s take on things today, I knew I had to get some more insight, since I’m finding myself in the exact same position. See that picture up there? That’s me! It pretty much sums up how I feel right now. I have high hopes and dreams for my future and couldn’t be more excited for what’s to come. But at the same time, it’s a bit overwhelming.

So now, I’m asking for your help / thoughts! Branding myself under my name, breanna rose, would no doubt give me a larger umbrella to work under. It’s me. The only thing holding me back is knowing how big of a change it is. I’m known throughout the internet world as moxee. Twitter, facebook, etc. Those things would all have to change, too, which makes me nervous. I promise that I’m putting a lot of thought into this. I tend to be rather impatient and make quick decisions, but I know this is bigger than that and deserves time + attention. I’d really love to hear all of your insight, since you guys are a big concern of mine. Don’t worry, I wouldn’t stop blogging or anything drastic. It’s a branding / name change that I’m considering. I don’t want to throw anyone off, but also want to follow my heart.

  1. Do it.

    I recently did something similar. I had another company name and felt completely detached from it. Like I was trying to squeeze into clothes that would never fit me again. I constantly felt awkward and out of place and so looking forward was hard.

    So, I am slowly re-branding myself under my nickname – dellie. Like your name, that will never change. Once I made the decision, the relief was immense and I haven’t regretted it one bit. Everything seemed to fall into place and I have a sense of direction again.

    • bre says:

      Thank you! I totally feel ya. When I talk about moxee, it doesn’t feel 100% right – like wearing a pair of jeans that are too small. Totally! Thanks again for your two cents. :)

  2. Eva says:

    It’s funny because I went through this same thing only opposite direction- do I work under a fictitious business name. You have really solid points for changing. I wouldn’t worry that people only know you as moxee, I think everyone knows you as breanna as well. Ultimately, it’s your blog/business, what does it mean to YOU? Moxee or breanna rose?

  3. Laura Belle says:

    Ditto Adele.

    I did the same this past year and am so glad I did. It’s a pain in the butt for sure but if you get a new url and redirect traffic automatically from Moxee to your new one that’s a big help. Your readers know you and your name so the switch is less awkward. I changed my online image at the same time i got married and changed my last name. Not suggested.

    It’s a fun switch and a good time to re-evaluate your goals & direction. Good luck lady!

    • @Laura Belle, I did the same thing. The switch to using my own name happened at the same time I got married. That way it was a smooth transition. Btw, when will the guys have to change their last names and go through all of the hassles? ;)

  4. Mailinh says:

    Bre, I’ve gone through the same thing and slowly making the same transition that you are thinking about right now. I just felt that I was pulled in so many directions creatively that a “title” would confine who I am as an artist. So…I’ve decided that I’m just going to use my name and carry on. So, I would say go with your gut feeling. If you feel “moxee” is no longer that pair of shoes that fit you, then wear the one that feels right. Just know you’re not alone in this, my friend!

    • bre says:

      Exactly. I’m feeling pulled in a few directions and just want to be me. Love it, thank you for your thoughts dear! :)

  5. amy says:

    It’s only natural to grow out of certain things as you develop as a designer + person. If you are feeling like you want that bigger umbrella, then I think: what better time than now? As tough as the change may be, it will be easier now than later when even more people know you as Moxee. I too wonder if I’ll outgrow my blog name (which I originally made up for my Etsy shop…that I don’t even update anymore!) Knowing that is what made me decide to keep my portfolio under my name, which will always be a part of me as you said (with the exception of marrying – a whole other ball game!) For now, my blog works as what I intended it to be – an outlet/alter-ego, and it serves it’s purpose. I change my mind all the time , about everything…so I’m sure I’ll be switching it up sometime in the future. The main thing is that people already know YOU are talented. regardless of what name your work is under – that’s what matters! Good luck, Bre…you are such a sweet and hardworking person. I’m sure the decision you make will be what’s best for you and we’ll all stand behind it!! :)

    sorry for the novel…haha ;)

    • bre says:

      AMY!!! thank you for all those kind words that legit made me blush / almost tear up. you rock :)

  6. I think that if you’re hesitant about Moxee now, that feeling will only grow over time. I understand the worry over rebranding and losing the recognition that you’ve built up, but you have a strong following. Which sounds rather cultish now that I put it down in writing… ;D My thought would be to have a transition period. You can switch everything over to your name and keep “Moxee” as a smaller tagline/name for a few months to allow everyone an adjustment and maintain recognition.

    Do what’s going to keep you motivated and inspired – we’ll all stick around! :D

  7. Trina says:

    Go with your instinct. You’ll probably only regret it, if you don’t. Your work totally speaks for you + people know that is Breanna Rose that is the designer. Maybe it might set you back, a wee bit, in getting everyone switched over (finding you on twitter, etc) but I’m sure everyone can help spread the word (thats what fiends are for). With such pretty name you should def just go for it!
    xo . trina

    ps- love that picture. i feel the same way except i’m hanging over the chair, thinking ehhh i need some peace and quiet – ha!

  8. I also recently went through this – with a couple of things. I think as designers, we are always exposed to other brands, other designers, other companies, etc and it gets us thinking if we should have done it that way. Here is why I decided to keep my business as Amanda Genther Design:

    1. I am a solo designer. If I had a team, I would choose to work under a company name. For now, I don’t plan on becoming a team until I find someone that I’d work well with. When that day comes, it will most likely be a partnership, which would require a business name.

    2. My name will never change, so I chose to build up my name first and then move on from there.

    Who knows what the future holds. I always go back and forth on whether or not I should have come up with a business name or if I did the right thing. For me, I think I did the right thing, because I’m one of those people who changes their mind so much. I’ll love a name one day and hate it within the week. Best to just stick with my own name until I know who I am as a designer and know exactly what I want the business to be.

    • bre says:

      Great points! I’m in the same boat as you. I change my mind ALL the time, which can be difficult. I’m not married yet, but Rose is my middle name … so Breanna Rose would always be relevant. :) Thanks again lady, you rock ( as always )! xo.

    • LINDSAY says:

      @Amanda Genther, Personally, I’m totally jealous that you guys CAN use your names. When I was going back and forth between going linzlovesyou designs (the first part of which was my blog and twitter), using just my name “lindsay goldner” or “lindsay jacqueline”, or abbreviating it to “lly designs,” i went with what both felt right to me but also what sounded good from a linguistic standpoint, if that makes sense. One other thing to keep in mind- is breanna rose totally available in terms of domain, licensing, etc? My old old blog was birdsiviews, and when i wanted to buy the actual domain i learned that birdsiviews was a pre-existing photo company. Just food for thought… but ultimately, you’re the one who’s stuck with the name the longest, so go with your gut!

    • LINDSAY says:

      @Amanda Genther, a note about what “sounded” good- I’ve always hated the sound of my first/last name when I say it, and Lindsay Jacqueline just seemed too long.

  9. kelly ann says:

    I’m going through something very similar right now and I’m SO happy you posted about this! I’m reading the comments and I love all the insight. :)

    Thanks, Bre!

  10. chrisbean says:

    This has been done really, really well and (i think) most successfully by gala darling.

    I’d highly recommend trawl through her archives to retrace how she shifted her online magazine, iCiNG, to the current incarnation of galadarling.com–she lays it all out, the steps she took, the rationale behind it, etc. in great detail.

    To the best of my knowledge, she changed the blog name/header several weeks or months in advance of flipping the url?

  11. athena p says:

    Be you, Bre. Be unabashadely you. People are going to criticize anyway, and when they do, you need to be confident and comfortble in exactly who and where you are. You are amazing, talented, kind, hilarious, and worthy of every single success you desire. I hope nothing in this life holds you back – especially an attachment to a name. Moxee is who you were….Breanna Rose is who you ARE.

    When I was going through this branding experience, smack in the middle of it, I went to a photography workshop and I talked to the others there about who I am. I don’t fit in a box – I’m not another photog who wants to use burlap and birds nest packaging and all things pastel. It’s not ME. Sure, it’s safe, but it’s not who I am or what I represent. So what is? Who knows. We’ve completed the brand, and I still don’t know. Ha! But the point is – when I asked seven other professionals whom I deeply respect and admire the same question: The overwhelming response was “You are ATHENA.” That is all I ever need to be.

    When I stand back and (admire your work!) stare at my website and branding, that’s what I see. Me. Right now. Will it still fit in two years? who knows. But if it doesn’t, it’ll change. That’s the beauty of design. It doesn’t have to remain constant.

    An even better question is, should it?

    Do what you know in your heart to be right, Bre.
    Follow you dreams. BE exactly who you are.
    I happen to think it’s amazing.


  12. MOXEE says:

    […] finally, I expressed my thoughts about my personal brand + business. I can’t express how eye opening it has been to put that […]

  13. Danielle L says:

    I say, take the leap! I don’t know much, but you wouldn’t loss all your readers. And my only recommendation would be to let those who are your biggest readers to know about the name change. Everything else will follow! :)

    And it will catch on through twitter, FB, pinterest, etc.
    Good luck! But I think the name sounds great & simplified!

  14. Ashley says:

    Bre- I 100% think you should go for it. You are such an inspiration. You have encouraged me to embrace who I am as a blogger and for that I am SO thankful.

    I’ll continue following you wherever you go, whatever your name is and whatever your branding looks like. You’re not getting rid of me :)

  15. Desi says:

    I had to do the same thing. Do it. You won’t regret it.

  16. Hi Bre, thanks for sharing your thoughts with us. I say, do it. If you’re already having doubts it probably means you’re outgrowing moxee, which will only continue to be the case. I love the sound of your name and, like you said, that’s you and it will never change. Do it now, it’ll be easier than later :) Good luck on your decision!

  17. K says:

    Not sure I could say anything any more encouraging or helpful that the gals above me haven’t. Go with what your heart’s telling you and don’t worry about all of us. We’ll all be here no matter. :) It’s you that has to be satisfied with you. :)

  18. juliet says:

    I’d go for it! As long as you are keeping readers updated along the way – with posts like this – I don’t think there will be any confusion.

  19. MOXEE says:

    […] wanted to update you all on my business rebranding process so far! Ever since coming to a crossroads and hearing all of your opinions, I’m been extremely motivated to get things off the ground! […]

  20. […] a designer, there’s a lot to consider when deciding to change your business […]

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