JON KARL LACASSE

JON KARL LACASSE reads like the name of a boutique professional outfit, not a mass-market company, and that tells you a lot about the scale before it tells you the service. By our assessment, the real advantage of this kind of name is its directness: it signals a person at the centre of the work and usually a business that runs on relationships. The downside is just as concrete, because the name gives no clue whether the work is legal, financial, creative, or something else entirely. In use, that means a sparse public face and a lot of context left unsaid. JON KARL LACASSE is one of those names that says “small and personal” more clearly than it says what is actually sold.