Adam records from inside the almost-ready medical spa to share how everything is finally coming together. What started as a simple idea has turned into a crash course in branding, trademarks, logos, and the shocking cost of things like frames and wall signs. He walks through the unexpectedly complicated process of naming the business, why some names are basically impossible to trademark, and the winding path that finally led to the right one. Along the way he shares the inspiration behind the brand, the skating-club aesthetic that shaped the logo, and why the current “signage” is temporarily… a poster. It’s a funny, very real look at the intrusive thoughts that come with opening a business.

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