The origin story of Asteroid
Maximum business impact, collision of ideas, or a passion for astronomy? We are often asked where the name Asteroid comes from. In this article, we look back and find out how this unique digital space explorer was born.
In October 2021 the long-standing aspiration of a company with a distinctive philosophy finally began to take shape. We wanted to be a visionary technology partner and builder of the digital world, aiming to promote a fairer working life. When all the key pieces fell into place, from the first customers to the right partners, the determination of the co-founders Mika Tuoma and Eero Kurkela to roll up their sleeves was strong.
However, there was still a small but fundamental obstacle on the road to the stars. A credible company needs a name – preferably one that reflects its essence.
"Eero and I learnt a funny lesson about the importance of a company name when, at around the same time, we had our first recruitment discussions with a potential employee. They were impressed with our ideas for the company but part-jokingly said they couldn't commit to a company without a name. They weren't sure if they could later utter the company name without embarrassment," says Mika.
The recruitment candidate eventually went to work elsewhere, and Mika and Eero continued to work on the missing piece of the company together with the first members of the Asteroid team: Antti Ahti and Iikka Winter.
"We had a Signal group dedicated to brainstorming names. The guiding principle was to capture something striking, memorable, and inspiring with our name. We discussed whether the name should describe what we are or do, or if an abstract name would be better. Or perhaps we should have a specific theme from which to draw from," Mika recalls.
A passionate attitude deserves an equally passionate name
Mika and Eero's vision for Asteroid, or the then-unnamed company, was clear from the start: to build the best workplace in the industry together with employees and create a rewarding and inspiring work environment for experienced consultants. When a close-knit team of modern software development experts who understand the complex needs of customers works together, it enables the creation of a first-class customer experience.
"Because our passion and standards for every dimension of our company were high, we were willing to put in the hard work to find a name that was unique and reflected our approach," Mika recalls.
As messages bounced around for weeks in the Signal name group, doubt started to creep in between the lines.
"I have to admit that at some point I wondered where on earth (pun intended) we would find a name that truly represented our vision and what we do. It didn't make it any easier that, as we operate in a global environment, many good suggestions turned out to be already taken," Mika says.
The space theme eventually came up from Mika's personal interests.
"We brainstormed related terminology, celestial bodies, and their orbits and pondered whether we could draw something from them that would reflect our way of doing things. And that's where we finally found it."
Mika credits Eero with the discovery. When the suitable domain was still available, the decision was clear: on November 18, 2021, the company incorporation documents were sent to the Finnish Patent and Registration Office for Asteroid Crew Oy.
"Some might find Asteroid a bit too striking, but we don't see it as intimidating; rather, it looks to the possibilities of the future in a fittingly mysterious way. There are many points of convergence between space, the digital world, software development, solving new problems, and our way of operating, which Asteroid successfully encapsulates. To our delight, our name has also evoked images of agility and speed combined with stability."
From name to brand
The creative process did not end with the name. In order to send Asteroid into the orbit of software development, the name needed a logo and visual identity.
"A friend of mine, Samuli Snellman, who works as a visual director in the gaming industry, designed the mesh-shaped Asteroid logo. The logo strikes a balance between being dynamic, solid, premium, and agile – a perfect reflection of us," Mika says.
After the launch of the Asteroid brand, the reception has been positive, both for the company's operations and its name.
"Even that potential recruit in the early stages sent a message after our launch: you've found a cool name, no need to be ashamed of that."
What are asteroids? Asteroids are rocky objects that orbit the Sun and are composed of rock, metals, and minerals. Asteroids can be divided into three categories – those that orbit near Jupiter in the asteroid belt, those that come close to Earth, and Trojan asteroids.
Asteroid: Asteroid Crew Oy, affectionately known as Asteroid, is a software development and technology consultancy with over 20 senior IT specialists. We offer our people a thriving work community, the best rewards in the industry, and a real opportunity to influence the company's decision-making as equal shareholders. We provide our customers with a first-class customer experience and work closely within our ecosystem, which opens up new opportunities for both our customers and employees.
The article was written by a partner of Asteroid.