| Mlicki
2011 REBRAND 100 > distinction Component Rebrand Country Base: USA Industry/Sector: Architecture and Interiors, Business and Professional Services, Branded Environments Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting Mlicki is a branding agency headquartered in Columbus, Ohio. It predominantly serves clients based in Ohio. Clients range from start-ups to Fortune 500 companies. Challenge Since its founding in 1972, the agency operated out of two Victorian-era homes converted into functional office space. During its first 30 years, it was primarily known as a design firm with a niche in consumer promotions and POS. Since 2005, the agency has been leading higher-level strategic branding engagements. It positions itself as a thought leader in the development of authentic, service-based brands. Yet, the agency has struggled to change market perceptions. Strategy In 2008-2009, it reinvented its physical environment. Intent was to double workspace, position the agency as forward-thinking and creative leaders, attract industry-leading talent, raise brand awareness and acquire new business. • Mlicki presents its brand as clever, insightful, strategic and authentic. • Architecture unified the buildings through a central corridor. The corridor, marked by four distinct circular cutaways, exemplifies the agency’s belief system. • The conference room and parking lot demonstrate the agency’s brand personality through simple, clever messages. • The agency’s proprietary BrandLibs™ wall anchors an ideation room. Result Since re-opening in January 2009, Mlicki has acquired four new clients with executives stating, “The building to be a large contributing factor.” The agency workspace has been recognized in publications locally, regionally and nationally. Three existing clients engaged us for higher-level strategic programs. The agency realized 30% revenue growth in 2010. Credits: Client: Mlicki - www.mlicki.com Architectecture: Jonathan Barnes Architecture & Design - www.jbadusa.com Principal Architect: Jonathan Barnes Senior Associate, Architect: Laurie Gunzelman Associate Architect: Nate Wending Brand Strategists/Designers: Mlicki - www.mlicki.com Creative Director: John Randle Designers: Ben Hurte, Natalie Wilson Copywriting: Jason Mlicki, John Randle, Ben Hurte, Dave Fowler, Natalie Wilson, Amy Johnson [back] |
