After 44 years, a Denver creative agency is shaving its name to a pair of initials.
Design & Image Communications is now D+i Creative. The firm started working as a design firm in 1971. But now, D+i wants to be known for more than just striking visuals, President and co-owner Eli Gerson said, adding that the firm wants to help clients find and communicate what sets them apart.
“A branding firm should be able to easily rebrand itself, but really it’s incredibly difficult,” Gerson said. “We did, in fact, take ourselves through the process that we put our clients through to find out what makes us unique.”
D+i considered ditching its design and image label totally, Gerson said. But the firm decided to take the same advice its offers clients and echo the name that had already built up a reputation.
“Most of our clients call us D+i anyways,” he said. “It’s kind of a nickname for us.”
The new name and website, dandicreative.com, launched Nov. 16.
Among D+i’s longtime local clients is Allegro Coffee, which the design agency started advising soon after Whole Foods Market acquired it in 1996. D+i’s first assignment was a rebrand, Gerson said, complete with new packaging design and a plan for how to set up a display and store inside of Whole Foods.
D+i also rebranded Weitz Construction, an Iowa-based construction company that has worked as a general contractor on projects including the CH2M Hill Corporate Campus in Englewood.
D+i currently works out of about 2,800 square feet at 3254 Larimer St., Gerson said, with seven full-time employees.
Gerson himself joined the firm in 2006 and purchased the company with Creative Director Ben Gust in 2012.
After nearly a decade at the company, Gerson said staying on message for his own rebrand hasn’t been easy. When a client called earlier this week, he couldn’t help answering the phone as “Design & Image.”
“My client slapped my wrist for it,” he said. “But I appreciated that he knew it better than I did.”