Marketing agency rebrands


The Image Shoppe is a marketing firm based in Grand Rapids' Wealthy Street neighborhood. Courtesy The Image Shoppe

A marketing agency in town has undergone a rebranding to better reflect its commitment to serving as an “ally” to its clients.

The Image Shoppe, or TIS, announced the rebranding this month, which includes a new look and messaging.

TIS said the rebrand is effective immediately, with the remainder of the rebrand to be rolled out in a phased plan, including a new website launch planned for the first quarter of 2017. 

The rebranding is meant to reflect the company’s growth since it was founded in 2003 and its recent certification as a B Corp.

Over the past few years, TIS said it has implemented a leadership structure and evolved processes for digital, customer experience and brand development that it said have “garnered great success” for its clients.

TIS also has experienced growth in its client base to include industries such as commercial real estate, government, financial, insurance, manufacturing and more.

With all of these changes, the former company brand began to “feel tired.”

“We always challenge our clients on being authentic with who and where they are and how they need to grow, and it was time to challenge ourselves,” said Rob McCarty, CEO, TIS.

He said going through the B Corp certification challenged the company to “explore the maturity of our own identity.”

Karen Tracey, president and creative director at TIS, said it was “imperative” the new logo convey the “approachable nature” of what it means to be a “brand marketing ally” upon a first impression.

TIS also wanted to retain some elements of the previous brand, such as the serif font and the playful color palette, while modernizing and simplifying the font and the mark.

To keep its logo approachable and more laid back, it incorporated the concept of people in the “t” and “i” to communicate its relationship as allies for its clients, planet and community.

“The font says that we’re serious and professional, yet the smirk acknowledges our easy-going approach and says that we like to have fun,” Tracey said.

The Image Shoppe is located in the Wealthy Street business district. 

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