why so midwest?   – a brief history by Robb Jibson


-in 2005 I was being asked by my new business manager to deliver a name for the new company he  was helping me form. In order to have a true business identity. You see, jobs were getting bigger and things were progressing! You know, liability, workers compensation insurance. taxes. hiring people. buying gear. grown up stuff. Just some of those boring things you have to do in order to do it the right way.


Names are tricky; they need to be great!
The good ones are gone already!


One of my most influential  mentors once told me that if he  could go back in time he would not have named his company after himself. It was too short sighted and after he gained a team of people he felt weird about it!


I have always had trouble coming up with names. Its just not my thing. The things I like are not name influencers.  I couldn’t call it Walter Payton Designs after all!


The paperwork was done, the only thing waiting on filing with the state was the name! I was stuck. After a night of watching one of my favorite bands at The Empty Bottle on Western Avenue in Chicago, something caught my eye on the floor. It was a 1” pin back button.
It must have fallen off somebodys jacket.
It said “ so midwest.”
See I’m from here. I live here. I like it here. It just felt right. I had one of those “in the moment feelings.”
So I went for it.
Years later, looking back, it is kind of weird.
You do have to explain it to people.


I’m sure that branding professionals will tell you that it fails on that merit alone!


Its not a slight to any other place. We work all over the place. worldwide.
It makes zero sense outside of the USA. So Midwest of Russia? So Belarus?
But people seem to like it. Its a gimmick.
After all, it is just a name, what we are is a group of dreamers and doers who like to create for live events!
We also get to make art while collaborating with fun people.
So that rules!
So Middle Coast!
So Yeah.
So Midwest!