• by Tameka Kee , October 7, 2008

Interactive technology and marketing agency Web Associates has rebranded as Level Studios, reflecting the firm's broadened scope of work.

The San Luis Obispo, Calif.-based shop tackles Web site design, desktop and mobile application development, search and social media, as well as media planning and buying for a stable of clients including Apple, HP and Quiksilver.

According to Alex Mahernia, Level Studios' vice president and executive creative director, the new name represents two focal points for the agency moving forward. The "level" stands for pushing a client's ideas to the "next level" in terms of creative design, as well as offering them a balanced (or "level") suite of services. The "studios" signifies the agency's commitment to developing high-quality creative regardless of the medium.

"When you think of the word studio, you think of a system that has stood the test of time over the past 50 years in terms of creative quality," Mahernia said. "And that's what we bring to our clients in terms of the design and usability of their interactive marketing efforts. That's why we have studios instead of offices."

Level Studios' three locations have cross-disciplined teams, although each lab has a specialty. In San Luis Obispo, for example, the interactive lab is specialized in app development. Meanwhile, the San Jose, Calif.-usability lab tackles user experience projects, and the digital media lab in Los Angeles features a green room and content editing bays.

Recent and upcoming projects include a redesign of the start-up experience for new HP computers--aimed at eliminating some of the frustration that buyers experience when setting up their desktop--and an open-source, mobile interface for Qualcomm that's slated to go head-to-head with platforms like Google's Android.

The agency also developed a multifaceted effort for Cisco. "For the Cisco Newsroom, we're integrating their press, SEO, PPC and social media outreach through a series of campaigns that are rooted in analytics-based testing," said Doug Klein, a senior strategist at Level Studios.