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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


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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


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