Big Spaceship ditches confusing ‘SPCSHP’ name

New York City-based creative agency SPCSHP found the vowelless version of its Big Spaceship name was hard to pronounce and understand, especially across languages and markets. The 25-year-old agency, which works with a roster of clients including the NFL, Starbucks and Chase, has now reverted back to its original name.

The decision was driven by a recognition of the strategic importance of having a name that resonates with existing employees and clients, which ‘SPCSHP’ failed to achieve.

“People just kept calling us Big Spaceship anyway,” says CEO Taryn Crouthers. “Internally, externally, everyone just kept saying Big Spaceship. And after extensive A/B testing, we discovered people overwhelmingly prefer knowing how to pronounce your name.”

One client admitted they’d been writing “Big Spaceship” in emails for two years, hoping the vowel-void name would magically change back.