We had the goal of developing our own brand and the foundation for future students at Roxo for years to come. Beyond that, the sky was and is the limit. Starting the agency in January with two clients pushed us to think on our feet and develop our brand in a timely manner. Picture yourself going into a client meeting and trying to maintain credibility without even having a name. Our challenge in the beginning was to convey to clients that we were professional and credible despite being brand new.

We decided that in order to ignite the process of branding ourselves we needed to start at square one with choosing a name. Brainstorming became our expertise as we filled our walls with a plethora of sticky notes with name ideas on them. Using the tools and research skills that the Schieffer School of Journalism taught us, we embarked on a journey to find the perfect name. Spark? Mosaic? Ultra Violet? Which name would rise above the rest?

As a fan of international travel and different cultures I decided to think outside the box. As the other staff members worked earnestly to add more name potentials into the mix I began doing some research using key words in unique languages. I stumbled upon a website that had the Portuguese word for “purple” which certainly caught my eye.

Roxo, meaning purple in Portuguese sounded irresistibly catchy to me. It was cool, it was different and it had a definite rock-and-roll edge. I loved it.

We had many strong candidates for our name and we knew that we had to be sure that it was right before settling on one. We held focus groups, sent out an online survey, polled faculty and students and had internal discussions amongst all agency staff.

After extensive research Roxo stood above the rest. We all liked how catchy it was and the variety of play-on-words that could go along with it. We all wanted to be Roxstars. With great enthusiasm and vigor we spread the word…. the agency was no longer nameless! We are Roxo, TCU’s student-driven strategic communication agency and we are here to rock your world.

-Meghan Chamberlin