• by Larissa Faw , July 22, 2014

Atlanta-based experience design agency Adrenaline is undergoing a reinvention. Effective immediately, the agency will operate as a separate entity from its parent company, design shop NewGround International. 

Sean Keathley, formerly EVP of Retail, has been named Adrenaline President. 

The new Adrenaline will expand from 16 to 65 staffers located in several offices nationwide, including the headquarters in Atlanta, as well as Boston and St. Louis. 

"We want to be a different kind of agency," said Keathley. "Our aim is to carry strategic and design thinking through to implementation—we want to be known for making experiences real."

Adrenaline says the new structure will enable it to offer a broader spectrum of services in the branding, digital and retail disciplines.

"The digital revolution and rise of customer control has wreaked havoc on the traditional agency model," says Keathley. "Adrenaline's new agency model is devoid of superfluous layers, allowing direct client access to top talent.”

Adrenaline - founded in 1998 - works with clients that include Roc House Fitness, Second Self Beer Company, and Little Alley Steak.