/’mŏk-těl’d fôs zān-dûr/
How The Heck Do You Pronounce That?
Well our new branding has definitely received a lot of attention. And we thank everyone who took the time to give us positive feedback and constructive criticism on Machteld Faas Xander.
A lot of folks have been wondering how to properly pronounce our new name, in all of it’s glory, properly. So we put together this handy pronunciation key (see above) to ensure you have our name down pat!
Introducing Machteld Faas Xander
March 4, 2011 is a significant day for us. It’s significant because it’s the day we dropped the name MFX Partners, a name that has identified this company for the last 10 years, and introduce our new name: Machteld Faas Xander.
Why did we rebrand?
Over the past four years, our brand and our vision have evolved. We’ve adopted a passion for possibility—not just for ourselves, but for our clients as well. So sure, company growth helped fuel the initial fire, but really this was more about the relationships we want to build with our clients, the environment we want to create and work in, the type of work we want to do going-forward, and the legacy we want to leave behind.
And because we’re a firm that’s helped rebrand numerous companies and their products, we used our own creative process. We started with a great deal of soul-searching. We knew that we wanted a name that meant more to our customers and staff than just a sign on our office door. We wanted a name that we could build a community around, one that would capture and convey the rich history of our organization and the energy of the people who built it. We wanted to build meaning around our name that focuses on our three core values of creativity, exploration and transformation. We also wanted a name that would incite and inspire conversation, and most importantly, one that embodies the “passionate creative people” that work here.
Machteld Faas Xander offers services in two core areas—Marketing and Communication & Creative Change Making—both guided by a people-focused, design-driven process that will help us stay true to our core belief that design has to invent and create new ways of doing things, that it has to be interesting—and that it has the transformative power to help people think better.
Who We Are
First off, who are Machteld Faas and Xander? Well, they’re made up—we wanted to maintain the equity we had in the name MFX, so we’ve been a little creative. Second, they embody the values of our owners and founders, John and Rebecca Short. As the company grows, we wanted a way to communicate to staff and customers the core values that drive our success as a creativity firm.
Why Machteld, Faas and Xander?
These aren’t names you usually hear on the street in North America. Often in naming a company, an invented name is easier to trademark and create meaning around since it has no other connotations. Picking typical English names borrows feelings and emotions that others might have about them. Machteld, Faas and Xander are distinct and rare, which allow us to embody the values and stories that are important to us.
Machteld
Based on the Creator archetype, Machteld encourages our creative expression, not just among our typical “creative” team, but also throughout the organization. As a core, driving organizational value—Creator encourages us to remember that everyone is creative and that it is our job to help enable creativity through design. Machteld Faas Xander values imagination, beauty and designs that are both aesthetic and functional. As a core driving value, staff is encouraged to remember Machteld’s guidance and look for ways to embody creativity in every facet of the company.
Faas
Based on the Explorer archetype, Faas encourages our self-guided learning culture. Fiercely independent, Faas inspires a flexible, self-starter working environment. As a core, driving organizational value—Explorer encourages us to experience a better, more authentic work life. Machteld Faas Xander values self-guided learning and provide tools to support individual employees’ journey through their careers. Faas guides the learning and professional development side of our company.
Xander
Based on the Magician archetype, Xander inspires the way we get things done. Design is a visual-language based discipline and so it’s appropriate that Xander helps us remember that the best way to inspire people is by showing them. MFXers value the social aspect our work and are good at driving consensus through participation—ultimately achieving goals for clients. We believe that when we come together in a fun, positive, open environment—people can accomplish anything.
What We Do (other questions we think you’ll ask)
What exactly does your firm do?
Complexity is the #1 issue facing business and organizations today, and creativity is the solution—we help people with that. Machteld Faas Xander offers services in two core areas—Marketing & Communication and Creative Change-Making—both guided by a people-focused, design-driven process that will help us stay true to our core belief that design has to invent and create new ways of doing things, that it has to be interesting—and that it has the transformative power to help people think better.
How was the brand developed?
Using our own process for brand development. We consider brand work part of our Creative Change-Making services. We started with creative culture, climate surveys and exercises with staff mid-last year to get an understanding of what was really driving our success and organizational values. From there we developed a list of seven core values that support and build on the culture we’ve already started to create. Strategy sessions and scenario planning helped us consider the future and make decisions that will create a lasting company—a brand.
The identity had to speak to the company we’re building. It had to represent the people, values and clients that are part of our world. It had to be fun, creative and without question, it had to be different. We’re surrounded by a plethora of sameness and we wanted to be anything but.
What will change with the new name and brand?
A new energy and new focus on staff and our culture. We’re rethinking the company from top to bottom and focusing on our customer experience as well. All of this, with a stronger focus on what we do super well—helping people think better.
How can I learn more about Machteld Faas Xander?
Call the office! John Short is always happy to chat. Call him at the office 519 576 6422 ext. 100 or on his cell at 519 741 7549, or you can email him at or email john@machteldfaasxander.com.
How is the new brand being launched?
Our launch strategy starts with a drip, then a trickle and finally a deluge. You will learn more about us from our website, then from our clients and supporters, then you can physically come to our space for a bang-up party (details to follow).
How will this change affect customers?
We are approaching current and prospective clients with broader purpose around helping them think better and find new ways to manage the complexity and change that are part of business life today.
Our current clients will find they are more actively engaged in the process, which results in greater ownership. It’s no longer about what the MFX team produces alone, it’s about what the collective team (clients or community and MFX) create together.