Tasked with crafting an identity for an art marketplace that resonated with both the traditional art world and the next generation of artists and consumers, "Peggy" delivered a name that seamlessly bridged both worlds. This compelling identity generated traction and buzz, helping the venture secure $8M in seed funding.

  • Brand Naming

What’s in a name?

The story behind Peggy.

The process of naming Peggy began with a deep dive into the art world and world of innovation, aiming to find a name that would resonate with both communities. We explored a range of names that reflected the company’s mission to empower artists through innovative technology. The goal was to find something that was not only memorable but also carried cultural significance and emotional weight, bridging the gap between tradition and innovation.

The breakthrough came with the name “Peggy,” inspired by the iconic art collector Peggy Guggenheim, one of the first women to make a significant impact in the art world. Her legacy of championing modern art and supporting emerging artists perfectly aligned with the startup’s values.

"Peggy" was chosen for its simplicity, strong connection to the art world, and its ability to evoke trust and familiarity. This name became the cornerstone of the brand, embodying both the rich history of art and the forward-thinking nature of Peggy’s technology-enabled marketplace.