A brand name should be short, memorable and relevant.
A four letter web address is hard to get these days. 'Leetspeak’, created by gamers and coders, uses numbers or symbols in place of letters, like Tak3n or Driv3r. The name 'rusk' was not available but ‘ru5k’ was -
Peter Rusk, graphic designer, ru5k.com
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graphic design for print, web & display