Design : Innovation + Job News

Sustainable food, farm-to-table, artisan products: there's no doubt that the food world is changing rapidly, and as it does, Ingle Marketing is picking up clients along the way.
 
Founded by entrepreneur and marketer Jodi Ingle about seven years ago, the firm draws on Ingle's experience working on foodservice accounts at several advertising agencies. That industry is unique, she notes, because unlike retail, which has a set of measurable metrics, foodservice presents a distinct B2B niche that can be tricky to navigate.
 
She's drawn to the industry because she simply appreciates food, she says: "Really, I love everything about it, from growing to cooking to grocery shopping. A big goal for me is to be the go-to agency partner for food companies, in terms of branding, marketing strategy, and creative development."
 
Ingle seems to be reaching that goal nicely, with a roster of clients that include a fresh fish purveyor, a creator of wine jelly, and a developer of "foaming sauce," among others. Although Ingle Marketing is a one-person company at present, Ingle draws on a wide array of contractors, freelancers, and branding experts to put specialized teams together for every project.
 
Social media is a booming field for her, she notes, and more clients are asking for campaigns that incorporate blogging and other online, interactive communication.
 
No matter what the medium, though, Ingle is ready to prepare the message. "Each brand has its own flavor," she says, "and our menu is full of new creations."
 
Source: Jodi Ingle, Ingle Marketing
Writer: Elizabeth Millard

Successful creative agency KNOCK is likely to find even more open doors in its future, with expansion of its brand strategy, advertising, and design services to global clients.
 
The agency's CEO, Lili Hall--quoted in our lead feature this week--has been zipping around the world in the past six months, and just completed a Master's degree in international practice management. She's in talks with business connections in countries like Saudi Arabia and India, and she anticipates much more global work coming to KNOCK in the near future.
 
"Global is really becoming our focus," she says. "We have a great partner who's consulting with us about cultural relevance, and we feel very connected to global networks in a new way."
 
Hall founded the company in 2001, just a few months after 9/11, and she admits the timing was challenging. Without a business plan, and in a tricky economic climate, KNOCK might have faltered if it hadn't been for Hall's passionate belief in creating an agency based on the right way to treat colleagues and clients.
 
"When I started the company, I reflected on the attributes of people I admired and respected," she says. "But I also thought about the situations I'd seen that were negative. I created a list of 'how to never treat people,' and in many ways, that's become a major part of our philosophy."
 
For example, KNOCK stands apart for blending creatives with account professionals, which is an unusual arrangement for an agency. Those two "sides" tend to do battle, but Hall saw the power of collaboration from the start, and has shown that blending those viewpoints creates more strength for clients. In other words, when thinking about how never to treat people, the first lesson is: don't make your colleagues into enemies, just because of their job titles.
 
Hall also credits transparency, a proactive approach, and internal entrepreneurial energy for driving growth throughout KNOCK.
 
Source: Lili Hall, KNOCK
Writer: Elizabeth Millard

A beautiful website or app might be satisfying, but if they lack a high degree of usability, they could sink a business.
 
Minneapolis-based NiceUX focuses on creating digital products that people enjoy using, and their expertise is becoming more in demand as companies across a range of industries rely on sites and applications.
 
Seeing steady growth, the company recently moved into new offices in the Warehouse District, and expects to grow its three-person team to 10 within the next year.
 
Founder Jon Hadden says he doesn't want to turn NiceUX into a large agency (or even be considered an agency), but he feels that the firm offers a distinctive service that will prompt further growth.
 
"What sets us apart is that every project is different, and we have the skills to recognize that," he says. "Each project has unique content and a unique audience, so we do the research upfront before we pick up a pencil to start any design work."
 
Many agencies produce digital work, he adds, but skimp on making sure that people will be viewing the finished product in a way that most benefits a client. NiceUX makes that endpoint a priority from the beginning, and Hadden believes this creates a higher level of customer service.
 
"Sometimes at companies, the research on usability gets put on a back burner," he notes. "But it should be a starting point."
 
Before making the move to new offices, the company was sharing space with another firm in the Grain Belt building, and Hadden feels this shift will kick off a fresh wave of growth. He says, "It's a wonderful space, and we're excited for what's ahead."
 
Source: Jon Hadden, NiceUX
Writer: Elizabeth Millard

Real estate isn't the only industry where location matters.
 
For marketing, branding, and creative design, a company needs to understand its figurative place among competitors and customers. Susan Hopp and Karl Schweikart, founders of Minneapolis-based creative firm 45 Degrees, have spent the last 16 years as mapmakers for their clients--helping to figure out how each client fits into a specific place in the world.
 
The married couple started the business in 1997, and chose the company name as a nod toward their geographical position--on the 45 parallel of latitude, which runs through the Twin Cities. They feel that 45 Degrees is unique in the creative industry because of the amount of time they spend in finding a client's "location."
 
"We need to really understand them before we start designing anything," says Schweikart. "We help them identify their strengths, their emotional connections, in order to give them a solid foundation to move forward."
 
Hopp adds that other design firms try to capture the essence of a company or brand, but not as in-depth as 45 Degrees. That tendency toward brand cartography can be invaluable for clients, since they might come in thinking they only need a new logo, and end up realizing that they're deeply disconnected from customers.
 
Looking ahead, the pair don't anticipate growing their employee numbers (currently, it's just the two of them in their happy groove), but they are leaning toward taking on more mid-size companies, which tend to feel the pain of customer disconnection most acutely.
 
"We have an opportunity to make an impact for clients of any size," says Hopp. "For us, this work is about much more than design."
 
Sources: Susan Hopp and Karl Schweikart, 45 Degrees
Writer: Elizabeth Millard

There's a certain kind of power to a really good metaphor, and for a top example, just consider Bicycle Theory.
 
The St. Paul-based brand marketing firm, started in 2001 by entrepreneurs Ben McCoy and Jeremy Burgeson, got its distinctive name in part from McCoy's love for cycling, but also from the company's mission.
 
"It's a great metaphor because when we chose it, we were working with small brands and we could see how bicycles were representative of brand marketing," says McCoy, noting that a strong brand is similar to a well-designed, well-maintained bicycle that can carry its rider farther and faster than a poorly constructed bike. Even the wheels can be metaphorical, he adds--they stand for the two primary media that carry campaigns, print and web.
 
The idea for a brand management company was first sparked when the founders were just out of college and working for a creative agency. McCoy jokes that they were both the kind of kids who knew how to program VCRs in the 1980s, so they gravitated toward technology, and in 2001, the Internet was still like the Wild West.
 
"We started in a basement, and then moved into larger spaces over the years," he says. The firm has five full-time employees, and McCoy notes that they're ready to grow, but want to be methodical about expansion.
 
"There's so much innovation going on, and every day brings a new round of problem solving," he says. "We're excited about the possibilities, but at the same time, our goal isn't to be on the bleeding edge, it's to be on the cutting edge. We always want to make sure our solutions will work."
 
Source: Ben McCoy, Bicycle Theory
Writer: Elizabeth Millard

The housing market's slow-but-growing recovery is good news for everyone from homeowners to lenders, and it's particularly welcome news for Minneapolis company Mobile Realty Apps.
 
Established in 2009, the technology-based startup entered the market at a tricky time, admits founder and CEO Aaron Kardell. But even with a sickly industry, the firm saw modest growth during its first two years. Over the past year, however, the traction really began to build. "We've seen pickup in a significant way, especially as our apps are getting more noticed," he says.
 
The company has developed a range of applications for tablet computers and smartphones, and is garnering the most attention lately for HomeSpotter, an app that uses a device with a live camera feed to deliver information on a specific property. A user can just point a smartphone or tablet down a street and instantly get info on all the houses for sale on that stretch.
 
Mobile Realty Apps has also been upgrading its other applications, drawing customers like Edina Realty, RE/MAX, and NorthstarMLS. "Our local success has positioned us well for rollout on a national level," Kardell says. "We're seeing a convergence of key factors in our growth, including increased credibility based on our local customer base, and pickup in the housing market."
 
The company's wins created the need to find bigger office space, leading Mobile Realty Apps to recently move into the Grain Exchange building.
 
Kardell expects the momentum to continue, with an expanded client base, more product lines, and strong growth. As the housing market comes back, Mobile Realty Apps will be ready.
 
Source: Aaron Kardell, Mobile Realty Apps
Writer: Elizabeth Millard

Inver Grove Heights-based agribusiness company CHS is owned by farmers, ranchers, and cooperatives across the country, and now, all of those stakeholders will be able to connect even more effectively through a new online platform.
 
Dubbed the CHS Center for Cooperative Growth and launched in October, the platform gathers diverse viewpoints from the industry and academia, with the goal of making cooperatives more effective.
 
Jessica Lamker, CHS Director of Marketing and Organizational Development, notes that the project came together when the organization considered the needs of the next generation of agribusiness leaders.
 
"Many agricultural cooperatives were formed in the 1930s," she says. "What we're finding is that as time goes on, young people don't understand the value of having them, and why they're important."
 
The online tool will provide clarity about complex topics related to cooperatives. For example, the latest content includes insight about equity management, with four industry leaders offering videos and articles on the topic. A future topic will be how cooperative boards of directors can achieve more alignment with each other and with customers.
 
The reaction from users has been strong, Lamker notes. Not only are farmers and ranchers turning to the site to access research papers and garner advice, but also to connect with others.
 
For the future, Lamker expects that content will continue to be king, with tutorials and tools. "Having the opportunity to bring this to life has been exciting, and we look forward to seeing where it goes from here," she says.
 
Source: Jessica Lamker, CHS
Writer: Elizabeth Millard

MHTA Session Preview: Tech, Innovation, and Life Science Industries
February 5
Science Museum of Minnesota
20 Kellogg Blvd. W., St. Paul
4:30 pm - 7:00 pm
$15
 
Presented by the Minnesota High Tech Association and Life Science Alley, this event features a panel discussion with several legislators, including Speaker of the House Paul Thissen, talking about the future of tech, innovation, and life sciences in the state.
 
Health 2.0: Aetna and Azul 7
February 6
Azul 7 offices
800 Hennepin Ave., Suite 700, Minneapolis
5:30 pm - 8:00 pm
$15
 
For the past year, design firm Azul 7 has been working the Aetna to develop a cohesive user experience across multiple systems. In this talk, both sides will discuss the project, as well as give insight on the challenges and benefits of designing user-friendly technologies in the health care industry.
 
Business Valuation Conference
February 6
University of St. Thomas
1000 LaSalle Ave., Minneapolis
7:30 am - 4:30 pm
$199
 
This annual conference, now in its 23rd year, covers an array of business valuation topics, including the basics of a real estate appraisal, use of regression analysis, and eminent domain. Toby Madden, from The Federal Reserve Bank of Minneapolis, will give an economic update to kick off the day.
 
Social Media and Data Analytics for Digital Marketing
February 7 & 8
Carlson School of Management
321 19th Ave. S., Minneapolis
8:00 am - 4:30 pm
$3,000
 
As part of its Executive Education series, the Carlson School of Management presents this two-day conference on making smarter use of social media and their data. Participants will learn how to extract business intelligence from social tools, why they should tap into open innovation opportunities, and much more.

In 2009, Kate Ryan Reiling and some friends were waiting out a snowstorm in an Uptown apartment, and they quickly became bored by their game selections. That's when the fun really started.
 
The group put together flat glass beads, Jenga pieces, string, and a dictionary. One person would choose a word, then try to depict it using the game components. Although it was a simple way to pass the time, Reiling was struck by the level of creativity and enjoyment that emerged, and she used her business school background to turn a fun afternoon into a full-time avocation.
 
Using pieces she first cobbled together from surplus stores, Reiling created Morphology, a game that lets players "morph" wooden sticks, cubes, glass beads, little wooden people, and other elements into a representation of certain words.
 
When Reiling brought a prototype to a major toy and game show in 2010, she knew she had a winner. She sold 400 games on the spot, and later that year began landing on lists like Time magazine's Toys of the Year. She says, "I began to get emails from around the world asking about the game. It's been really amazing to see the momentum and watch this catch on."
 
Reiling created a version for kids called Morphology Jr., and her ultimate goal is for Morphology Games to be acquired by one of the major game companies. Until that happens, though, she'll work on getting the game in more stores and expanding distribution. With so much buzz building in this holiday season, she's expecting strong growth in the next month and beyond.
 
"We see a real opportunity to keep expanding this and designing more games that encourage creativity, and maybe even move into the digital tablet space," she says.  
 
Source: Kate Ryan Reiling, Morphology Games
Writer: Elizabeth Millard

Social media marketing has become crucial for all types of companies, since it allows them to connect with current and potential customers, but there's also a way to boost those efforts: digital advertising.
 
Minneapolis-based agency 90 Degree Media has been honing the advertising options it offers to clients, and these now include display ads, search advertising, video, mobile, and other selections. Clients can choose how ads get served up within a single medium, like mobile, or they can blanket the Internet with end-to-end solutions.
 
Since the agency has a couple of key partnerships in place, it offers advertising options at a much lower rate than companies might find if they were to make deals on their own, according to founder Jamison Geisler.
 
He started the company in 2009, after working in digital marketing and web development since 2001, and noticing that the majority of companies lacked good customer service. "I felt that so many of these companies really just didn't care about their clients or their business," he says. "It was merely a paycheck. Something needed to change." He decided to strike out on his own as a way to provide stellar customer service while developing customized digital advertising campaigns.

The company currently has six employees, but increasing client numbers will likely result in hiring in the year ahead, Geisler says.
 
He chose the name 90 Degree Media because it implied a sharp increase in profits, the image of a graph line that takes a sudden turn upwards. He says, "Although it's nice to think of that image in terms of our company, we really look at it as that kind of movement in profits for our clients and partners."
 
Source: Jamison Geisler, 90 Degree Media
Writer: Elizabeth Millard

Creative agency Periscope continues to keep its Human Resources department busy.
 
Following a steady hiring rate in 2011, the agency kept growth strong this year, adding 123 employees as of the beginning of October. That brings the company's total employee count to 475, with the majority of those staffers in the Minneapolis offices.
 
Lori Sharbono, Periscope's VP and Director of Business Development, notes that hiring is a result of robust business development efforts, which added some new clients and expanded some services as well. Loyalty marketing services, retail branding, and increased analytics capabilities have all been put into the agency's existing services mix of content creation, brand development, website creation, media buying, and other capabilities.
 
"It sounds simple and basic but what works for us is to focus on client success," says Sharbono. "We grow our capabilities based on what they need, and we try to stay a step ahead of that. In order to achieve that level of innovation, we focus on bringing in subject matter experts who can provide insight."
 
In addition to its Minneapolis office, Periscope also operates smaller offices in Hong Kong, New Delhi, and Toronto. Most of the new hires this year will be in the local office. Although the growth rate might make it more challenging to keep finding enough office space, it also creates a vibrant culture, Sharbono believes. "We have a very unique culture here, and that's what draws people," she says. "We have commitment to our clients, but we're also committed to creating a fun, lively culture for employees."
 
Source: Lori Sharbono, Periscope
Writer: Elizabeth Millard

Minneapolis health and medical marketing agency StoneArch unveiled an iPad-based mobile selling platform designed for medical device manufacturers and their sales forces.
 
The platform, dubbed VOLLEY, was developed in response to an observed need, according to company president Jessica Boden.
 
"Most of our clients are medical device manufacturers, and they depend on their direct sales forces to sell their products," she says. "When the iPad launched, the medical device industry was an early adopter, but because they lacked a strong platform for the industry specifically, the devices became more like toys than tools."
 
StoneArch brought together a cross-functional team to address the issue, and ended up with its first proprietary application, which launched on Oct. 16th.
 
VOLLEY allows for customized content across diverse target audiences, and features a sales rep coaching tool that can help reps deal with challenging customer situations. Use of the application also comes with StoneArch support, including training and deployment, and the agency offers rental iPads for small and mid-sized companies.
 
Boden says that VOLLEY is already being well received in the industry, and the agency is planning its next iteration after getting feedback from users. The project hasn't just filled a need in the marketplace, either--it's also created some new bounce at StoneArch.
 
"It's been really fun to develop this; the organization has gotten energy out of making it happen," Boden says. "It gives us fuel for thinking about other ways we can use innovation to help our clients accomplish more."
 
Source: Jessica Boden, StoneArch
Writer: Elizabeth Millard
 
 

 Most conferences feature a tradeshow floor, and exhibitors often compete to have the most innovative, eye-catching booth. That's where Skyline Exhibits shines.

The Eagan-based company designs and produces portable and custom modular exhibits for the tradeshow industry, and their work is seen both at conferences and at museums, mall kiosks, and public events. Skyline's designs combine soaring, two-story graphics with interactive displays, or more compact screens that are lightweight and portable. If you've been to a tradeshow lately and been wowed by the sheer creative force of an exhibit, chances are good that Skyline designed it.
 
The company employs more than 250 people and is hiring at a steady pace. Customers report that with Skyline's help, they're selling more at trade shows and are distinguishing their services more easily from competitors. In addition to a 270,000-square-foot facility in Eagan, the company has a location in Shanghai, as well as in the four largest venue cities in North America--Las Vegas, Orlando, Chicago, and Toronto.
 
But not long ago, Skyline faced some challenges as the economy struggled. Company president Bill Dierberger notes, "After watching the industry suffer the economic consequences of 9/11 and the dot-com bubble burst, we recommitted the company to innovation and re-energized around it."
 
The firm developed a product commercialization process that spurred growth, and these days, new product sales are increasing 10 percent faster than legacy product. Dierberger credits "sustained innovation" as the secret sauce that's keeping Skyline adding jobs and boosting sales. "We provide unique solutions to the trade show industry," he says. "That helps our clients achieve their objectives."
 
Source: Bill Dierberger, Skyline Exhibits
Writer: Elizabeth Millard

The campaign to end texting while driving is heating up, especially with the recent announcement by AT&T that it was joining up with the Department of Transportation and the FCC to establish a national movement to halt the practice.
 
Although individuals can "take the pledge" to stop texting and driving, they can also thwart temptation with DriveScribe, a mobile application that acts as a real-time driving monitor and "coach" that gives tips on better driving. Parents can also use the app to get alerts whenever a teen texts while on the road.
 
Created by Minneapolis-based tech firm Drive Power, the app launched in August and is seeing a great deal of momentum already, including a pilot project in Saudi Arabia and a partnership with GMAC insurance.
 
CEO Will England notes that the quick adoption rate is being fueled by a free version of the app, as well as an expanded incentives program and an aggressive awareness campaign. He says, "We're continuing to gain traction in the individual-user market, even hearing from parents that many are requiring their teens to use DriveScribe when they drive."
 
Another growth driver: corporate partnerships, like the ones with GMAC and the Saudis. The project in Saudi Arabia involved having employees of Saudi Aramco, one of the largest oil companies in the world, use DriveScribe. With a large fleet of vehicles, the company believes that DriveScribe can reduce liabilities and minimize accidents.
 
"We're actively working with corporate partners to promote safe driving among large groups of drivers," England says. With such high-profile projects leading the app's kickoff, look for DriveScribe to come to a vehicle near you in the not-too-distant future.
 
Source: Will England, CEO
Writer: Elizabeth Millard

There are numerous advertising, public relations, digital, and design firms in the Twin Cities, but in combining all those skills, Pocket Hercules is confident that it'll continue to stand out.
 
The Minneapolis-based agency, founded in 2005, has been growing steadily this year since expanding their offices in the Warehouse District. In addition to representing high-profile brands like Pearl Izumi, Rapala, and Mortenson Construction, the firm is finding strength through brands they've launched on their own: Lakemaid Beer and Tiny Footprint Coffee.
 
Given the interest in fair-trade coffee, Tiny Footprint in particular is really taking off, and will be sold at the Minnesota State Fair this year, notes agency principal Jack Supple. The coffee is also in the American Swedish Institute and Wilde Roast Cafe, and expectations are high that the eco-conscious brand will become better known in the near future.
 
Lakemaid is also enjoying some longevity. Launched in 2008, the brand was created for fishermen and cabin owners, and is offered every year at the opening of fishing season. Supple says, "We're humbled by the success we've experienced so far [with Lakemaid]. We owe it all to our dedicated fans who look forward to the beer with great anticipation every year."
 
The firm is also seeing growth through PH Digital Labs, a new digital marketing agency that the company launched in February. Dedicated to focusing on a client's online presence, the offshoot of Pocket Hercules utilizes search engine marketing, social media marketing, digital content creation, and intelligent web design.
 
"What we're seeing is organic growth," says Supple. "We're growing our brands and bringing in new business, and as a result we're adding people and seeing a really good year."
 
Source: Jack Supple, Pocket Hercules
Writer: Elizabeth Millard