Competitive story writer, namer, brander, and editor/designer of Menticulture magazine. Overall creative legend, and nicest bloke in Essex. Originally from the glorious hill of Danbury. Ben trained as a graphic designer as a mature student. Now he runs his own naming and brand agency The Identity Bureau. Naming is finding what a company is going to call themselves. A name that’s memorable and describes the company. A good name should be easy to say, easy to spell, easy to remember. Company names have the most brand longevity, outlasting multiple logo refreshes etc, so it’s super important to get right. Namers work through about sixteen points to make sure they get to a good name that scores ticks on the list. Why changing the name Twitter to X was a bad move because they lost brand equity. Having a rigorous process, but also when to trust your gut instinct to judge creativity. Ben has created Menticulture magazine, which is a bit like a printed version of this podcast, all about creativity in Essex! Oi oi! It is printed on a risograph in bright pink and black on cartridge paper at Colchester Maker Space. The importance of proofreaders. What is an interrobang‽ Nick has a story about how his logo design ended up in a shocking discovery online. Ben partakes in short story writing challenges for microfiction, writing under time constraints with a genre, a word to use, and an action that needs to be included. What the competitors write in 24 hours is fascinating. Ben reads his 100-word (a drabble), 24 hour short story ‘Remember Bees Dad?’. Check out the NYC Midnight website for details of the next challenge.

Identity Bureau
Id Bureau on Insta
Menticulture Magazine
NYC Midnight

Are You Creative? recorded by Adam at Lawker Media, Chelmsford, ESSEX
Edited by Nick Hearne
Artwork by Alpaca Antenna

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Thanks to NGDA for their support

Recorded in Chelmsford, Essex, UK