Here we were with this cool product, ArchiOffice. But I knew that it wasn't going to be the only thing we would make. So we needed a company name. After a couple of hours of brainstorming - and nothing seeming to be a "winner," I looked up and saw the huge, orange conference room wall. And of course, our office was in a loft building. Eureka! Orange Loft. It means absolutely nothing. If we wanted - we could evolve the company into anything from selling sweaters to doing bicycle repair. And it also had a name that would resonate somewhat in the Architectural and Design communities. Which, of course is where we belong.