The King is Dead. Long Live The King.

I’ve been waiting for this day for a long time. For the past two and a half years, I’ve been planning, in secret, the overthrow of Extendmac. And finally, today, it’s happening.

Of course, you can’t properly overthrow a company without a more worthy replacement. In that vein, I’m enormously proud to introduce you to Five Details. And boy is it worthy.

This isn’t just a corporate rename. It’s our opportunity to finally brand ourselves appropriately. It’s our invitation to be honest to you about who we are as a company –– as product designers.

The most diehard of Flow users know Extendmac’s history. Extendmac began in 2007 –– before I was 17 years old –– when I offered the world a first glimpse of Flow, more than a year before it actually shipped.A ton has happened since then: Flow won an Apple Design Award, I started (and left) college, and I spent some time in the mothership, at Apple, working on this new thing called the iPhone…and the iPad.

While each change has been individually gradual, the cumulative effect is staggering. The products I design today are more obsessed over, more focused, and more pure. They don’t just address a market, they rethink the problems themselves. They’re better, full stop.

As you might imagine, then, the company I envision myself running today is quite a bit different than it was back in 2007. And that’s why yesterday, April 18th 2011, was the last day that Extendmac reigned over my work. From here on out, it’s all about the details.

The King is Dead. Long Live The King.

1 Lesson learned. We haven’t announced even a single feature in advance since then.