Toronto photographer drops ISIS from studio name

A Toronto photographer has changed the name of his business from ISIS Studio to something a lot less controversial. Owner James Waring, who made the change two weeks ago, says his company no longer wanted to be associated with the terrorist organization.

"We personally felt a little awkward having the name out there on social media while at the same time trying to represent our clients," Waring tells As it Happens host Carol Off.

When the studio first opened in 2013, Waring wasn't familiar with the militant group.

We just wanted to make sure that going forward there was absolutely no connection to that.

He chose the name after the Egyptian goddess Isis. 

"She was sort of the protector of merchants and artisans. We just wanted to have this space that was neutral and anyone could come into it and create what they envisioned."

But, Waring soon realized he might have a problem. He started seeing ISIS in the headlines later on in the year.  

"I remember actually saying to one of my colleagues at the time, 'Do you think we should change the name right now and just get it out of the way?' They said, 'No, it will blow over. Don't worry about it.' And, here we are today."

Waring decided the change had to happen after he read a story about an ISIS supporter in Toronto earlier this year. 

"We just wanted to make sure that going forward there was absolutely no connection to that."

Waring says he wonders if he's on some surveillance list given the old ISIS name. Because he plans to expand further into the United States, he imagined things would only get worse south of the border.

The studio, located in Toronto's east end, is now called The Neighbourhood. 

"We're really excited about the new branding. We think it encompasses what we want to advertise about the studio much better than the old branding."