Why we renamed Golden Hour to Forma and what it changed

Some names describe a business. Others define where it can go.

When we first met Kate, the owner and person behind the beautiful work of restoration, the business was called Golden Hour. It was a beautiful and warm name, but it also carried a very specific image. It evoked sunsets, photography, and a fleeting moment in time.

The business itself was something else entirely.

They carefully restore and curate vintage furniture, giving forgotten pieces a second life through craftsmanship and thoughtful design. Their work wasn't about a moment. It was about transformation.

That became the starting point.

Rather than asking what sounded good, we asked what the business actually stood for. Every project involved seeing potential where others saw wear. Every restored piece became something new while still respecting its history. The identity needed a name that could express that idea and grow with the brand for years to come.

We landed on Forma.

Derived from the Latin word for shape or form, the name speaks to the essence of the work without limiting it to a single product, trend, or style. It reflects transformation, craftsmanship, and timeless design while leaving room for the business to evolve beyond furniture if it ever chooses to.

The new name also became the foundation for the visual identity. Dynamic typography, expressive illustrations, and a flexible graphic system all grew from the same central idea: objects, like brands, can be reimagined without losing their character.

Renaming a company is rarely about finding a more attractive word. It's about creating a clearer story. A strong name gives people something to remember, but more importantly, it gives a business something to build on.

That's why we renamed Golden Hour to Forma.

You can view the full case study here:
ninethree.studio/case-studies/forma

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Why we renamed Golden Hour to Forma and what it changed

Some names describe a business. Others define where it can go. When we first met Kate, the owner and person behind the beautiful work of restoration, the business was called Golden Hour. It was a beautiful and warm name, but it also carried a very specific image. It evoked sunsets, photography, and a fleeting moment in time. The business itself was something else entirely. They carefully restore and curate vintage furniture, giving forgotten pieces a second life through craftsmanship and thoughtful design. Their work wasn't about a moment. It was about transformation. That became the starting point.

Forma selected as a finalist at Zagreb Design Week

When we started working on Forma, we weren't thinking about awards or festivals. Our goal was simply to create an identity that felt true to the brand and reflected the care that goes into restoring every piece of furniture. Over the following months, the project grew far beyond its original brief. It became a complete visual identity built around transformation, giving the brand a voice, a personality, and a system that could evolve over time. Seeing Forma selected as a finalist in the Branding category at Zagreb Design Week feels like an important milestone. It's a reminder that the time spent exploring ideas, questioning decisions, and refining every detail is always worth it. What makes this recognition especially meaningful is that the work will exist beyond the screen. We'll be exhibiting the project during the festival, where people can experience the printed pieces, materials, and identity as they were intended. Whether Forma takes home an award or not, being selected alongside so many talented designers is something we're incredibly proud of. It's another step in the journey of a project that continues to grow long after it was first launched.