Colle+McVoy spins off new design firm, 10 Thousand Design
Taking its name from its home state’s license plate slogan, 10 Thousand Design has recently been launched in Minneapolis. The design firm was started by Colle+McVoy to meet growing marketing needs.
10 Thousand Design is billed as a “new interdisciplinary brand design firm with a distinct, agile approach that is driven by innovation, inventiveness and the ever-shifting preferences of today’s consumers,” according to the new company’s press release.
In essence, what that means is that the firm has the staff and creativity to handle anything thrown at it, which is a good thing, considering its varied client base that includes Target, Indian Motorcycle and Caribou Coffee, among others.
10 Thousand Design grew within the offices of Colle+McVoy and will operate as a partner agency.
“We are continually looking for new ways to provide greater value to our clients,” said Christine Fruechte, CEO, Colle+McVoy. “The time is right to brand our design offering to elevate the importance of design-centric thinking and create transformative outcomes for our clients,” she added.
“The way we came together informed how we approach design and the problems we solve,” said Ed Bennett, founder and executive design director, 10 Thousand Design. “We believe in design through alchemy. When you bring incredible people and ideas together, and inspire them with smart insight, design can create meaning and magic that helps transform how people connect with brands.”
The 10 Thousand Design name is inspired by the firm’s home state nickname, land of world-class design and 10,000 lakes, as well as by the idea that it takes 10,000 hours to master a craft like design, and by the fact that the view from 10,000 feet is grand and expansive.
Its broad mix of clients in retail, consumer packaged goods, and health and wellness also includes Align Technology, makers of Invisalign, Farm Credit and Stanford University. The design group has tripled in the last three years, thanks to continuing to add clientele. Some of its most recognizable work includes the re-launch of the Caribou Coffee and Indian Motorcycle brands, as well as work for Target, Nestlé Purina and Grain Belt Beer.
Led by Bennett, the 10 Thousand Design team also includes acclaimed creatives and designers Sam Soulek (design director), Michael Seitz (associate design director), Jen Orth (associate design director) and Marc Stephens (interactive creative director). The leadership team also includes Kristin Woxland (managing director), Kjersti Hanneman (director of insight and brand strategy) and John Doyle (executive director of brand experience).
“We have curated our team of designers and communicators to represent the highest level of talent across all design disciplines,” said Bennett. “And we have the best of both worlds – the soul and sensibilities of a boutique firm that benefits from the capabilities and resources of a large, integrated agency.”