Publishing start-up Lost My Name has changed its name to Wonderbly.
The 2012-founded company, which makes personalised books for the children's market, said it has opted for a different brand to better reflect the range of books it is publishing. Lost My Name was the title of its first personalised book, about a child who lost their name.
It has chosen to rebrand as Wonderbly - an amalgamation of "wonderful" and "impossibly" - reflecting its purpose to "help [customers] make impossibly personalised books that bring wonder into children’s lives", and because "it's different, and fun, like us (we hope)".
It explained in a blog: "The months and years went by, and we grew, and we made more books. Books about children’s homes, and their birthdays, and their favorite foods. Extraordinarily personalised, rather wonderful books, about all kinds of things.
"Which got us thinking. We realised that the name ‘Lost My Name’ didn’t really reflect all these other books we’d been creating (imagine if every book had been about a child losing their name). And we didn’t want people to just think we only made the one book, since we were rather pleased with all the other ones, too.
"So we decided to change our name. To Wonderbly. It felt right. It made us smile. It’s different, and fun, like us (we hope)."
The company also has a new logo, a paper crown, "to symbolise the limitlessness of children’s imaginations".
However, it hastened to add that despite the rebrand, the company's mission - "to make stories that’ll blow kids’ socks off" while "still doing crazy things with technology" - would not change.
"Underneath our snazzy new logo and our bubbly new name, we’re still the same us," it said. "And there are some marvelous new personalised books on the way, too. Books that show a child that any story they imagine can be their story."
Earlier this year in April, the company partnered on a joint IP venture with The Roald Dahl Literary Estate to produce new story ready to be personalised based on one of the late, great author’s worlds and characters.
In July 2016 it revealed it had made "an efficiency and growth-focused decision" to make nine people redundant as part of plans to improve performance and invest more in its product and by the end of this year the company said it will offer seven personalised book titles.
It received $13m (£9m) in Series A investment, including €4m (£3.2m) in funding from Berlin-based investor Project A Ventures last year, and, as c.e.o. Asi Sharabi disclosed in April, another funding round is ongoing.