Digital agency Get Started rebrands to Luminary

The digital agency which works with the likes of Crown Casino, Melbourne Airport, Metricon, Bakers Delight, Beyond Blue, Fred Hollows Foundation and Save the Children has considered hundreds of new names before rebranding from Get Started to Luminary.

The renaming process took nine months of “doggedly putting names on the table – only to watch each one be cut down and relegated to the scrap heap”, managing director Adam Griffith said.

“What a mission it had been. A mission that had encompassed countless surveys, workshops, trademark searches, domain registrations, spirited debates, and the serious consideration of no less than 186 names,” Griffith explained.

Of the winning name, Griffith said: “It was the dual meaning of Luminary – ‘expert knowledge’ and ‘bright’ – that really made it stand out for us. To be luminary is to deliver something that’s bright, impactful and makes the human experience brighter.”

In addition to reflecting the agency’s values of ‘real’, ‘solid’, ‘human’ and ‘bright’, Griffith said Luminary “didn’t remind anyone of an offensive ex-colleague or tacky game show from the 80s”.

CEO Marty Drill also believed ‘Get Started’ no longer represented what the agency did, with chief technology officer Andy Thompson adding: “Back in 1999, the kinds of people we were generally working with were trying to get their first website going, or exploring the idea of e-commerce, so the name Get Started made a lot of sense. Now our typical client has already been on the internet for a long time – they’re not getting started any more.”


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