The Nickname CleverDesign

One of the most common questions we’re asked is, “It says ‘cleverdesign.com’ on your email and everyone knows you as ‘Clever Design,’ but you answer the phone ‘CorchiaWolinerRhoda.’ Who are “Corchia” and “Woliner” and “Rhoda.”

Our official name is “CorchiaWolinerRhoda.” Which stands for original owner Al Corchia, Ellen Woliner, who took over the firm after Al’s passing in 1980 and Todd Rhoda, who came aboard in 1990. In the nascent stages of the internet, we were talking with a start-up called Network Solutions (yes, that Network Solutions) about what our URL for our website should be. We knew that CorchiaWolinerRhoda couldn’t be remembered or spelled, so we told them, “We do clever design here, how’s that?”

And boom, the name stuck . . .