• by Larissa Faw , April 30, 2020

The Nina Hale marketing agency based in Minneapolis is undergoing a rebrand to Collective Measures as the agency shifts the focus away from one primary persona to a collective group. 

The transition will not drive a restructuring or any staffing changes. Donna Robinson, appointed CEO in 2015, will continue to lead the agency alongside the existing executive and leadership teams. The “soul” of the company remains intact, says Robinson. “But we’re ready for our name and identity to support who we’ve become and take us to where we’re going next.”  

The name Collective Measures was selected to signify the agency’s love for the hunt for answers. “Collective” acknowledges the employee owners who have contributed to building the agency, while “measures” represents the performance-driven nature of the business. Thus “Collective Measures” in unison speaks to the need for multi-tactic and multi-channel marketing strategies. 

This identity change has been slowly evolving over the years. Launched by the namesake founder in 2005, the agency officially converted to a 100% employee-owned business in 2015 and debuted a new visual representation of the brand.  

Now, “the time was right” to explore this next step with a leadership team fully in place, steady growth, and Hale, now board chair, fully transitioned out of day-to-day agency operations, explains Robinson. “The rebrand aligns our internal identity with how we present ourselves externally — as a team-first agency.”  

Since the agency does not have its own creative services arm, leaders partnered with local Minneapolis-based agency, Electric Advertising, to design and develop the new name, logo and overall look/feel of the brand. The redesigned website was executed by Folklore Digital. 

To spread the word, ads targeted to the Twin Cities metro region where brand recognition is highest will run throughout 2020.   

Launching amidst a global pandemic was “certainly not part of our plan,” states Robinson. The project has been in the works since early 2019, and “we were in the home stretch when COVID-19 came barreling through,” she says. Agency leaders decided to move forward with the announcement, sans originally scheduled celebratory events, which they hope to host later this year.