When I first started telling DIFFERO clients that we would be branching out into photography and launching Perpendicular Monkey they usually had two main questions; why not as DIFFERO or DIFFERO Photography? and what on earth is a perpendicular monkey? Let’s answer them here:
Why not as DIFFERO or DIFFERO Photography?
When we launched DIFFERO in 2012 we actually started three different entities; Differo Web Design, Differo Hosting and Differo SMS. The later two offering hosting and SMS integration systems respectively to Differo Web Design clients. Our thoughts at the time were that having too much on offer through Differo Web Design would dilute the brand and new web design clients wouldn’t want to see all these options immediately, we could cross sell them later. It turned out that as the only clients of Differo Hosting and Differo SMS were Differo Web Design clients anyway, having three different companies and three lots of accounts was more work than necessary and it was easier to integrate additional services in the single entity; Differo Web Design, later to become, DIFFERO.
So why not the do the same with photography; just do it as DIFFERO? Photography is quite different from web design, the client base is different, the market is different. DIFFERO would look like a jack of all trades if we included it.
As for Differo Photography, I was tempted, I even bought the domain a while back and started to put together a site for it. It came down to the same answer as above. As the clientele will be so different I wanted a different look and feel. I wanted the company to not be too tied to the existing DIFFERO brand. But I also didn’t want to fall into the same trap as back in 2012 so Perpendicular Monkey is very much apart of the DIFFERO family, just with a different name.
What is a perpendicular monkey anyway?
Ok this one is a bit of an odd answer. This has nothing to do with photography or web design.
Basically, we wanted a fun name and I was racking my brains for a fun term to use that was unknown and therefore available. While running through fun memories I remembered a game we used to play with the kids when they were small. We’d chase them and tickle them; as a cruel father I chose the ‘stop’ word to be ‘perpendicular’, so to add an element of challenge to our early speakers. As they got better at that the word grew, becoming ‘perpendicular monkey’ and eventually became a sentence; ‘perpendicular monkey went to town to buy some buns’. So there it is, beyond the confines of our, slightly insane, family a perpendicular monkey is meaningless. To us it’s a cherished memory of playing with the kids when they were tiny folk.