CHRIS H. CRAIG

CHRIS H. CRAIG is the sort of company name that usually points to a named professional rather than a broad corporate brand. By our assessment, that can be a strength when the work depends on personal reputation, specialist judgment, or a steady one-on-one relationship. The downside is that the name itself gives away very little about what is sold, so outside readers are left with only the bare outline of a small, name-led business. In practice it feels more like an individual’s working identity than a large organization with many layers. CHRIS H. CRAIG sits in the same family as consultant-style and studio-style firms, where the person behind the name is the main thing on offer.