Why We Rebranded: 5 Questions My Team Asked Me (Chris Delany, Founder and CEO)

When I first shared our decision to rebrand from Semgeeks to dblspc, I could feel the energy in the room shift. There was curiosity, excitement, and, naturally, a few raised eyebrows. This wasn’t just a logo change. It was the evolution of something that started more than two decades ago.

In the spring of 2000, I launched my first Google Ad from a college dorm room while already building two startup ventures: WallStreetProdigy.com and ePartySchool.com. It was the height of the dot-com era, when the internet felt like the wild west and every click held potential. In 2006, we planted roots as PPCGeeks, which quickly evolved into Semgeeks, helping brands such as, Faherty, Broadcom, Ieee, Jersey Mikes, We Work and FashionPhile navigate the first real wave of digital marketing.

Over the past 19 years, we’ve seen where the shifts happen in search, social, mobile, content, privacy, AI and we’ve evolved with each one. dblspc isn’t a pivot, it’s a progression. A name that reflects where the industry is going and where we’ve always been looking.

Rather than make a big, polished announcement, I wanted to share the story. So here are five questions my team asked me during the internal rollout and the answers I gave them.

Why move away from the name Semgeeks?

Semgeeks was born in a time when digital marketing needs were more siloed. Businesses hired specialists to execute specific services, SEO, paid media, and web dev often disconnected from one another. That made sense then. But the industry has changed.

Today, success isn’t about isolated tactics; it’s about strategy, systems, and execution working as one. The platforms are smarter. The buyers are savvier. And the brands that win are the ones that understand how everything connects.

I realized that to truly evolve, not just in what we offer, but how we think and operate, we needed more than just a new service model. We needed a shift in mindset. And that meant giving the team something bigger to rally around, a new identity that would challenge us to rethink how we show up, how we work, and what real impact looks like.

dblspc isn’t just a new name. It’s the space we created to reimagine what an agency can be.

What does “dblspc” even mean?

I get this one a lot and planned it that way.  Your understanding will align as you learn more.

The name is inspired by a moment of change. Remember when typing two spaces after a period was the norm? Then one day, it wasn’t. That shift represents what dblspc stands for: letting go of what’s outdated and making room for what moves us forward.

We’re in a time where embracing AI isn’t optional; it’s essential. But it’s not about replacing people; it’s about empowering them. The future belongs to businesses that use AI to cut through the noise, remove the clutter, and work with more clarity and intention.

dblspc is built around that idea: doing more with less, staying focused on what matters, and using technology to unlock smarter, more connected growth.

Are we changing what we do?

Yes, because what our clients need has changed.

Marketing on its own isn’t enough anymore. The landscape has shifted. Buyers are more informed, technology is more advanced, and success today depends on how well you connect marketing, tech, and sales into one cohesive system.

We’ve evolved to meet that need.

Our work now goes beyond individual campaigns or tactics. Through our Engineering Momentum methodology, we’re integrating strategy, execution, and measurement delivered by focused pods/teams that move fast, stay aligned, and drive tangible outcomes.

We’re not just refining how we talk about what we do we’re redefining how we deliver it. Because growth today demands more than great ideas. It requires connected execution.

Will our clients get this?

They already are and will continue to feel our evolution in both conversations and services.

We’re not rebranding to look cool. We’re doing it because this shift reflects how we work with our partners, especially as their needs grow more complex. They don’t need a vendor. They need a team that can see the whole picture, connect the dots, and help them scale.

This rebrand is an invitation for them to join us in that next chapter one that’s clearer, sharper, and built to deliver lasting impact.

What’s staying the same?

Our core.

The people, the passion, the commitment, none of that’s changing. If anything, it’s stronger now, with a clearer sense of purpose. We’re still here to help brands grow with intention and to do work that means something.

This rebrand isn’t a reset. It’s the next step. One we’re taking together.

To the team, thank you for asking the real questions, the hard ones, and the ones I didn’t have perfect answers for at first. That’s how I knew we were ready for this.

And to everyone else welcome to dblspc.

Come see what we’ve been building.  Explore the new site →