The decision to rebrand has been in my mind for a long time. The only thing that was holding me back was finding the appropriate name. When I found that TheUpperLeftUSA.com was available, it became a much easier decision.

I wanted to move away from Raison d’être Photography because I feel that it is too hard to spell for most people. Humans are an instant gratification species and I don't think that french sayings will help Americans try to locate me.

#upperleftusa is also a very popular hashtag for the region on Instagram. Having a popular hashtag will hopefully also drive some more traffic towards the site.

I feel that this is an all around better business decision.