About Us
We are proud CPG specialists.
We bring big-agency firepower and startup speed to CPG, building brands that don’t just scale but lead and redefine their categories.
Leadership
Our leadership team has partnered together for 13+ years, so collaboration is easy, decisions are quick, and work moves fast.
Christina Kokrak
Chief Marketing Officer
13+ Years at Soulsight
Justin Berglund
Chief Marketing Officer
19+ Years at Soulsight
Laura DeGroot
Chief Strategy Officer
14+ Years at Soulsight
Caitlin Monoscalco
Chief Marketing Officer
14+ Years at Soulsight
Best & Brightest Companies to Work For® — 4 consecutive years
25+ years in CPG
Hundreds of millions in client commerce
Anchored in Midwestern values, we work hard, talk straight, value partnership beyond projects, and are counted on to deliver exceptional without ego.
We’re trusted by iconic brands and category leaders
We specialize in three areas
Brand Strategy
Establishing the foundations for a brand to build upon
Creating a new-to-the-world brand. Innovating within an existing brand. Redesigning an existing brand or sub-brand.
Brand Design
Visual Identity Systems
Building the distinctive system that extends across touch-points.
We Exist To:
Build Brands with Soul
Our builder mindset and collaborative spirit turns our group into a powerful creative engine - where everyone contributes thoughtfully, iterates nimbly, and is fully invested in the work.
We build brands (1) with our S.O.U.L. process, (2) with our heart and soul, (3) with soulful meaning and depth Our brand storytelling emotionally moves people, not just product.
Our S.O.U.L. process turns insight into impact.
Resulting in brands that people choose, remember, and buy.
S O U L
Uncover the brand opportunity that’s culturally relevant, meaningful to consumers, distinct, and authentic
Survey the Situation
Outline the Vision
Create a big idea that delivers a distinct range of territories that motivate consumer behavior.
Unlock the Concept
Deliver a market-ready concept that
has been validated by consumers.
Lead the Expression
Amplify the visual identity system across consumer touch-points.
Our R.I.S.E. tool creates alignment for assets.
Resulting in a focused range that values quality over quantity.
R I S E
Retain assets that are
working hard for the brand.
Retain
Introduce
Introduce new assets
that will work hard.
Strengthen
Strengthen assets that could be working harder.
Eliminate
Eliminate assets
that are not working.