This week and with this announcement PacificEast is launching a new brand and division called IDICIA. Launching a new brand is one of those things that probably looks and sounds like a lot of fun. While the process had its fun moments, launching a new brand is like re-taking all the steps and re-making all the decisions that occurred over many years of establishing, building and caring for a company, but repeating all of those steps and decision over a period of just a few months. Thinking through all the decisions like names, domains and API structures and all the subjective and creative decisions about website styles, logos and colors are not easy when you want to do it right and get everyone’s input. But we did… and we have… and we’re thankful we can start moving forward with what IDICIA can do now that we’ve gone through the effort of figuring out what IDICIA is.

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