Indema is now Workroom
After five years of building the platform that helps design firms run on truth instead of guesswork, we're changing our name.
Here's the whole story.
Why now
We didn't set out to rebrand. We set out, five years ago, to solve a problem nobody else was solving honestly: designers were running multi-million-dollar firms on a spreadsheet held together with prayer, a CRM built for car dealerships, and a project tool meant for software engineers. The work was creative. The infrastructure was borrowed. The gap between those two things was where firms were losing money, losing time, and losing the joy that made them start in the first place.
So we built indema. And it worked. Designers stopped guessing whether a project was profitable. They stopped chasing receipts. They started seeing their firms clearly, sometimes for the first time. And, it reignited them.
But something kept happening in customer calls. We'd ask designers how they described us to a peer. They almost never said "project management software." They said things like "it's where everything lives," or "it's the back end of the firm," or — over and over, in the exact same words — "it's our workroom."
At first we smiled and moved on. Then we started writing it down. After the fortieth time, we stopped pretending it was a coincidence.
The name our customers had picked for us was better than the name we'd picked for ourselves.
What "Workroom" actually means
Every designer knows what a workroom is. It's the trade specialist who turns your sketch into custom drapery. The upholsterer who makes the chair finally look the way you saw it in your head. The fabricator, the finisher, the maker who works behind the curtain so the design ships.
It's the room behind the room. The reason the magic lands.
A great workroom doesn't take credit. It doesn't try to be the designer. It makes the designer's vision possible, accurately, on time, without drama — so the client sees the work and not the wires.
That's what we've always been to your firm. Sourcing, procurement, financials, time tracking, client communication, purchase orders, vendor management, all the unglamorous backbone that lets you do the work clients actually hire you for. We've called it "project management software." You've called it your operating system. But the most honest word for it has been sitting in your industry vocabulary the whole time.
What this means about our values
We've always believed three things, and the new name says all three out loud.
The designer is the artist. We are not. Our job is to disappear into the work, not stand on top of it. A name like "indema" is opaque — it makes you learn us. A name like "Workroom" is fluent — it speaks your language back to you. We'd rather be understood than be clever.
Craft matters everywhere, including the back office. A workroom is judged by the quality of what it ships. Stitches you can't see. Joins you can't feel. Tolerances measured in millimeters. That's the standard we want held against our software, not "good enough for an industry tool," but actually beautiful, actually precise, actually a pleasure to use on a Tuesday morning when you're behind on three installs.
You hired us to make you successful, not to make ourselves famous. Every product decision we make routes through one question: does this help a designer run a better firm? The new name commits us to that question publicly. If it's not in service of your work, it's not in service of our name.
What this means for what's coming
A rebrand is also a recommitment, and we want to be specific about what we're recommitting to.
Over the next twelve months, you'll see us move faster than we have in any year prior. Deeper financial reporting. A purchasing experience that finally feels as fast as the way you actually shop. Stronger workroom-to-trade workflows (yes, we hear the recursion). A mobile experience that respects the fact that half your job happens on a job site, not at a desk. AI that does the boring parts, data entry, status nudges, expense categorization — without ever pretending to be the designer.
None of that is new strategy. It's the strategy we've always had, named more honestly. The new identity gives us room to grow into what designers have been telling us we already are: not a tool you tolerate, but a partner you rely on.
What's not changing
Same platform. Same roadmap. (Faster, actually — more on that soon.)
Same team. Timothy is still in your inbox. Support is still in the chat.
Same pricing. Same plans. Same billing cycle.
Same login window until our migration date. We'll walk every customer through it.
What is changing
We're moving from
getindema.comtomyworkroom.co.Your app will live at a new URL starting June 1. Bookmarks will redirect automatically.
Email signatures, invoices, and inbound mail will shift to the new domain over the next 30 days.
New logo. New look. New everything visual. The thing you log into Monday morning is the platform you used Friday.
What you need to do
Nothing. We're handling the migration on our side. Your integrations, saved links, and QuickBooks connections will keep working without a hand from you. If anything needs your attention — like updating a saved email-clipper bookmark — we'll send a one-click fix when the time comes.
We'll ping you again 7 days before cutover, and once more when it's done.
You didn't start your firm to manage spreadsheets. You didn't pick us to live with a brand that didn't match the work. We're finally giving you both — a name that tells the truth about what we do, and a platform that keeps earning the trust you've put in us.
See you in the Workroom.
Timothy, Gemma + the Workroom team.