A ROSE BY ANY OTHER NAME
By Kirk Roos
My name is Kirk Roos (pronounced “Rose”), and my branding journey started unexpectedly. It wasn’t a formal business plan or a calculated strategy. It was a voice. One that woke me up, quite literally, and set me on a path that shaped my career.
A Dream, a Truck, and a Business Card
In the late 90s, while living in Venice Beach, I was in between jobs, had no car, and was figuring things out. On a whim, my then-manager/agent dared me to buy a truck. A week later, I was moving furniture at the Rose Bowl swap meet. One gig led to another, and soon, I made more money in a week than I had in the previous month.
One morning, after pulling a graveyard shift at a coffee shop, I had an intense, half-dream, half-out-of-body experience. In it, I walked into my kitchen, reached for the refrigerator, and my hand went through the door. In that instant, I heard a voice say, Wake up, Kirk! I snapped awake and immediately wrote those words down. That moment stuck with me.
Later that day, I walked into a Mailbox Etc. and told the clerk I needed business cards. When asked for a company name, the voice returned: Wake Up, Kirk. So that became the name of my business: Wake Up, Kirk – 24-Hour Antique Delivery Service.
It wasn’t traditional branding, and it wasn’t polished, but it worked. Every client who called referenced the name with a laugh, but they remembered it. That first week, I made $5,000 moving antiques across Venice and Santa Monica. The brand stuck because it spoke to me…and others.
From Side Hustles to Studios
Over the years, I started over a dozen businesses, each with its own name, brand, and identity. Some worked and some didn’t.
40 Below Productions (a nod to my North Dakota roots, though not the most strategic brand)
Badlands Features (which still exists for my creative projects)
The Communication Corps (good concept, but hard to pronounce and lacked clarity)
Roos Media Group (simple, direct, but too personal for broader expansion)
Conduit (descriptive and effective, as we helped filmmakers with sales and distribution)
Heartstrings Media Capital (created for faith-friendly content, aligning with partners' vision)
Each of these names told a story. But as my partners and I expanded over time, we needed something that truly captured who we are, what we do, and why we do it.
Introducing Profound Studios
This name came about like Wake Up, Kirk did through conversation, reflection, and, yes, a moment of clarity. We realized that everything we create should be profound. Whether financing films, producing meaningful stories, or helping other filmmakers bring their visions to life, our work is about making an impact. Profound became more than a name; it became a mission.
At Profound Studios, we develop and produce films and TV projects that leave a lasting impression. We focus on underdog stories, uplifting narratives, and content with character. We believe entertainment should do more than fill time. It should resonate, inspire, and challenge audiences.
Lessons in Branding and Business
Your brand should tell a story. People remember narratives, not just logos.
Be willing to evolve. What works today may not work tomorrow. Adapt.
Trust your instincts. Sometimes, the right brand isn’t the most obvious one…it’s the one that feels right.
Authenticity wins. My first successful brand was built on a personal experience. That authenticity made it stick.
So, what’s in a name? Everything, if you do it right.
At Profound Studios, we’re on a mission to tell stories that matter. If you’re a filmmaker, investor, or storyteller looking to create something that lasts, let’s connect.
If you ever hear a voice telling you to wake up, listen. It just might change your life.
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