The name was taken, and we kept it anyway
A clearance search found an active company and a live consumer brand on the same name. Here is the reasoning for taking it regardless, and what changes as a result.
Day one of this site, and the first thing the clearance search turned up was that Wizard Works is already a company. WIZARD WORKS LIMITED, incorporated July 2020, active, and not a shell: it is a London workshop making bicycle bags, with press coverage and the matching domain.
The legal position is comfortable. Bags are class 18 goods; building websites and doing business development are classes 42 and 35. Different goods, different buyers, different shops. The registered-mark risk is low and passing off would struggle for want of overlapping goodwill.
The search position is not comfortable, and that was the real argument. A brand whose job is to be found cannot own a phrase somebody else already owns.
So the name stayed and the strategy moved. This site does not compete for the words "wizard works". It competes for the work: named builds, the stack that makes them fast, and the specific questions founders actually type. The name is what clients already call me. The traffic comes from somewhere else.
What that changes in practice
- The brand is a trading style, not a company. The contracting entity is Eranos Partners LLC.
- The outstanding item is a UK trade mark register search in classes 35 and 42, which is not done and which gates any application.
- Every client on this site is anonymised until written consent arrives. That is enforced upstream, in the config the content engine reads, not by remembering.