Why change the name from Fading Nostalgia to The Flash Nites?
Since its launch in 2011, Fading Nostalgia has been many things for me and my business partner, Chris Robleski. It primarily serves as a place to share photos and stories about the nostalgic America in which our parents and grandparents were raised. It inspires us to create, to write, to capture, and to enlighten others about a world that is fading fast. Our digital space has clocked nearly 100,000 pageviews, from the US to Japan to Luxembourg; while our analog U.S. Tour Bus has traveled from North Dakota to Ohio to Texas, and clocked nearly 200,000 miles in between.
While our night photography was always part of the Fading Nostalgia initiative, for the first few years we focused on the creation, publication, and promotion of our book, Polaroid Photos from Route 66. As the book’s fervor came to a natural end, the night photography became our true focus. So we decided to move beyond the nostalgic look-and-feel. We simply needed an updated brand and digital space to reflect that maturity we had reached, yes as photographers, but also as storytellers of history. A more modern brand approach would help our photography and stories take center stage. So we changed our logo and our look, but kept the name “Fading Nostalgia”…until…
Recently, we felt another shift. While the current look-and-feel was pretty close to our overall direction, the name was all wrong. Fading Nostalgia was entrenched in greasy diner food, kitschy roadside brochures, and stacks of Polaroids…not necessarily our night photography, which had gained significant ground and won awards in the art festival world. A change of name might help clarify our primary focus. The challenge, however, was that we didn’t want to completely lose the retro flair and playfulness we’d generated over the past few years.