When Jacy and I took over Trusty Oak last year, we knew we were getting something special. A business with a long history of taking care of customers, working with genuinely great people, and treating the actual work like it mattered. That part we never wanted to touch.
But the more time we spent inside the business, the more we noticed a gap. The brand we inherited didn’t reflect the business we’d been building.
Trusty Oak did a great job as a virtual assistant services company. The thing is, we’ve grown well beyond that label. Over the last year, we added more flexibility. More options. More ways to work with us. We’d quietly become something more customizable, and our name hadn’t caught up.
So we fixed it.
Going forward, we’re Nacho.
Nacho means two things to us.
The first is personality. Nachos are fun. They’re accessible. They make you feel welcome the second they hit the table. That’s us. We take the work seriously. We just don’t take ourselves too seriously while we’re doing it.
The second reason is that nachos are infinitely customizable. Some people want chips and cheese and nothing else. Some people want them fully loaded. And here’s the part we love. Everybody’s right. You build your nachos the way you want them.
That’s exactly how we think about your team. We let you build your own custom plate of fractional talent. Order as much as you want. Mix and match the ingredients until you’ve got what your business actually needs. There’s no one size that fits everyone, which is the whole point. We’re here to help you build the team you want, not the team a pricing page decided you should have.
Okay, but where did “Nacho” actually come from?
Fair question. The honest answer is that it’s a brand we already owned and loved.
Before Jacy and I bought Trusty Oak, we ran a consulting business together. We called ourselves Nacho Ordinary Consultants. (I told you I love a pun.) When we acquired Trusty Oak last spring, we set that brand aside and got to work. The first year was all about operational improvements and expanding what we offer. No time to think about a name.
Once we came up for air, the Trusty Oak brand started to feel tied to something that didn’t quite exist anymore. So we brought in a designer and started brainstorming. We tried everything we could think of to tie a new name back to Trusty Oak’s history or to spell out “fractional services.” All of it fell flat.
We spent a lot of time as a team just talking about what’s actually different about us now. And at some point, someone said they wanted a name with more personality, like our old consulting firm name. Nacho. It landed immediately with the whole team. They loved it.
The more we thought about it, the more it felt right, because so many of the changes we’d made were about exactly this. More accessible. More customizable. And, honestly, more fun to work with. (The endless supply of puns didn’t hurt either.) We spent the last few weeks reworking the original Nacho branding into something built for this new chapter.
Same people. Same care. Same obsession with doing the work well. A new name that tells the truth about how we operate now.
If you want to see what building your own plate looks like, book a discovery call or just reach out. We’d genuinely love to take something off your plate.
