For the Love of Design
Back in 2012, when we were starting off as a handcrafted leather business, we faced the challenge of choosing the right name for our company. It is important for us to use a name which will clearly describe our love for what we do. We started the process by asking our craftsmen to give ideas and what they feel about their work and how their centuries old skills were shifted from one generation to another.
This process turned out to be full of learning and strengthening our relationship with our craftsmen. We decided to use ‘Hometown’ as our name, because the company was started from my home town in Okara, Pakistan. And this is a name every member of the family can feel a connection and relate to.
After nearly two years we just launched visual identity of Hometown. And it was truly a ride of inspiration, learning and reflection of what we are as a small team of tinkers, artisans, and story-teller.
It started when I looked at the new class of Acumen Global Fellows and found that a guy named Asim Janjua, originally from UK, will be working in a small village of Pakistan. Asim’s background is, started a company some 9 years back, worked for Google (UX / Design) and now joined Acumen. I thought he would be a good guy to keep in touch with.
I and my co-founder Sidra met with Asim in Lahore during a leadership conference. We loved him inquiring about different areas of our work and our long term vision for our customers and craftsmen. Alongside, we told him that we needed help with pairing Hometown with good visual identity.
Out of his love for what we were doing and our deep interest for improving our visual identity. He offered to help without any expectations and solely as a gift. And we got started.
We felt like we all were learning again. Asim brought his approach of positive heritage that gives a brand authenticity, an attribute many consumers are looking for in an uncertain world.
For the first few days, Asim spent time reading almost everything written about us, communicating with over emails and phone calls. He also visited us every time when he was in Lahore, asking questions about why at first we started to choose work with old-fashion craftsmen instead of in any shinning startup. Why we believe that customers would come to us. Why we consider it the best shot of our lives. I know it sounds fancy at this moment, but it was nervous answering those question despite having good intentions.
Such moments of inspiration helped us realised that we shouldn't let the daily activities fade the long term vision we had. His feelings were so good, and we had this man working with us.
Our initial reaction to his first draft was kinda strict, we remarked it as too bulky and kinda unicorn. Everyone was entitled to say their opinion and say it loud.
The feedback was well received by him, and then we scheduled a call to discuss further. Asim took the traditional story telling approach about our past and exploring the values of Hometown on which the company will be built over time. He also emphasised how this culture should be spread around and may be inspire others to deliver great customer service and treating their suppliers humanly.
We were like, never learned so much by working with anyone to date. We were feeling too satisfied and he was shaking this place up with conversations and his approach to design, dignity and impact.
Finally the new visual identity was here.
We used the animal ‘Markhor’ in a jumping mode. The Markhor is an endangered species of wild goat and one of the most iconic animals on earth. It lives in the mountains of Karakoram, Northern Pakistan.
The logo is a reminder of what we stands for and that our craftsmen are as unique and iconic as ‘Markhor’, and we need to preserve their centuries old skills of leather handicrafts.
The work was almost over, but we felt a strong relationship just came into existence. Asim shared that he’s planning to start something of his own which could have much bigger impact on humanity.
That was a crowning moment for our small team. I and Sidra (my co-founder) were already so convinced of his work and the friendship which was started. We invited that may be he can work with us as a close advisor, extended part of the team.
I think he made the decision instantly, but got back to us in 5 days to think deeper about many things he observed by working with us. Yes, he’s joined us.
I believe it is true combination of great people to build Hometown into something which will continue on and to continue its wave in the future.
“When planning of new pictures we don’t think of growns-up, and we don’t think of children. But just of that fine, cleaned, unspoiled spot down deep in everyone of us that may be the world has made us forget, and may be our pictures can help recall.” — Walt Disney
You can read Asim’s thought about the process and approach here.
