When BlackBee first approached Greenhouse they were a small group of very driven, passionate and experienced people. Their idea was to create a new style of investment company, the ﬁrst of its kind under a new legislation in Ireland. The brief was to create a new brand that was open, friendly and quietly conﬁdent. Naturally professionalism was also top of the agenda but the key aspect to the overall ethos of this company was teamwork—there would be no hierarchy—the client’s interests would be their main focus and together they would deliver the best possible solutions. After a series of workshops and name generation sessions, BlackBee was the chosen name, as it signified hard work, clever choices and teamwork.