Jen Sale and Adam Strong Launch Evergreen

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Domain industry veterans Adam Strong and Jen Sale are working together on their new domain consulting and brokerage company, Evergreen. I first learned about Evergreen at NamesCon, and the company was officially launched this week.

Evergreen’s focus will be on the naming space. According to Jen, “we provide services that help companies discover new names for their startup or new products/services. We create, acquire, monitor and protect these naming assets over the lifetime of the brand.”

Although the company plans to be active in the domain brokerage space, Jen told me they plan to do much more beyond brokering domain names. “We might easily be pigeon-holed as a brokerage firm, but we’re more of a consultancy who are focused on providing white-glove service throughout the entire brand lifecycle,” she said, “Obviously we can also leverage our decades of experience and connections in the space to better serve our clients.”

I was told that their past and current clients include startups, individuals, agencies, VCs, non-profits and other companies.

Both Adam and Jen have significant experience within the domain name space. In addition to Evergreen, Adam co-founded a number of online ventures including Logo.com, DNN.com, Domain Guardians, NameBio.com and DomainAgents.com. Jen kickstarted her career in 2001 as a developer in the online gaming space. Soon after, she undertook a business development role at Dark Blue Sea (Fabulous.com), and later co-founded Domain Guardians, a domain brokerage firm, in 2011.

I wish Jen and Adam lots of luck with their newest venture.

1 COMMENT

  1. Congrats to both Adam and Jen on this venture. Two knowledgeable, experienced and like-able industry vets that should real well in this space. Great name too. Best of luck!

  2. Jen and Adam, congratulations on your launch!

    I love the name. I’m no botanist, but I know evergreens stay green and lush all year long. This names makes me think of a company who’s brand will live on and on- always green, always fresh, and always beautiful. Great choice!

  3. Congrats to you both! Great concept from two proven industry leaders. I do have to agree with the others here – odd name choice and doesn’t seem to fit. Too late to rebrand?!

  4. Isn’t it concerning that half here like the Evergreen name and half don’t, especially considering this company is a BRAND development firm? Isn’t the name/brand the ONLY thing they have to get right? Evergreen screams old and tired versus edgy and innovative.

    Jen and Adam, you can do better here…good name but not for what you’re looking to do. Go hire a branding firm for some help and flip Evergreen to another outdated company looking to finally get a web presence… -TS

    • When it comes to brand and logo development, nobody seems to ever agree on what sounds good.

      I personally like the Evergreen branding. To me, the word Evergreen evokes feelings of strength and wisdom. I live in Massachusetts, and evergreens are pretty much the only thing in nature that stays green throughout the year.

    • Elliot, I agree with your comments. I just think some people may want “strength” and “wisdom” from their financial planner or insurance company but perhaps not their brand identity firm. Talk to me about creativity, innovation, the ability to relate to my customers, differentiate my product or services and help me advance my company. Evergreen does not speak to me in this way.

      I wish Jen and Adam all the best, but I truly think they’d have much more success with a different name. IMHO.

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