PIVOT

For most of our history, we were Pivot Marketing. Today we're Pivot Brands. Why the change? It's accurate. > Pivot Brands is a better description of our expertise. > This helps us attract the right clients (those looking for a strategic branding partner); and the right talent (writers, strategists, and designers specializing in brand and identity). It's rare. > There are thousands of full-service marketing firms. Very few firms go all-in on brand development as a specialty. > This helps us stand out. It's capitalized. > Brand development pays off over the long-term. > This allows us and our clients to leverage resources that fall outside of a typical annual budget to make lasting change. It's focused. > We don't do everything well; we don't try to. > This allows us to develop deeper expertise in one area and partner with specialists, or refer to them, for everything else. Sometimes a small brand shift is all you need. #pivotbrands

This month, Pivot turns 19! So we thought we’d get some thoughts from Jenn Schimmelpfennig reflecting on Pivot’s journey so far and giving a little peek into what is ahead. Q: What made you start Pivot, and what makes it different? A: I wanted to build brands better—not just visually, but with strategy, writing, and research all working together. Branding is tough to do well, and I love that challenge. It’s also something most companies struggle to tackle on their own, so being that outside expert who brings clarity and focus is rewarding. Q: How has your approach to branding evolved over time? A: It’s way more integrated now. Research informs design, strategy shapes writing, and it all connects seamlessly. We’ve also made our process more interactive and fun—more “let’s build something amazing together.” And after 19 years, we know exactly where the pitfalls are, so we can guide teams through with confidence. Q: A recent project you’ve really loved? A: Mirror Indy really sticks out to me. Their mission is so important, especially right now. Their team is smart, passionate, and trying to shake things up in the local news landscape. The identity and campaign we built together—bold colors, smart copy, a clear promise—is something I’m really proud of. (See the work here: https://lnkd.in/gmgSJJD6) Q: What’s next for Pivot—any exciting plans for the future? A: Yes! I’m looking forward to watching our next generation of Pivot talent shape the agency and the brands we work with. I can’t wait to see where they take things. We’re also diving into more high-profile projects that challenge us, excite us, and leave a legacy. Q: What is the best local spot for a post-work drink? A: Solely Wine—right across from our new office at COhatch Polk Stables. Adorable spot, amazing owners, and they’ll even give you personalized wine recs. Thanks to everyone who’s been part of the journey so far—here’s to what’s next! #PivotTurns19 #BrandAgency #PivotBrands

We had the best time hosting a group of fellows from Orr Fellowship last night as they prepare for their upcoming pitch competition this spring! Jenn Schimmelpfennig discussed everything from start-up case studies to brand-building fundamentals, equipping these young professionals with the tools to think more critically about the foundation and story behind a successful brand. It’s always inspiring to engage with some of Indy’s brightest and see firsthand the energy and curiosity they bring to the table. #BrandWorkshop #DemystifyingBrand #OrrFellowship #PivotBrands

Spreading the word about local news. Like local, local. It's news that’s by the people, for the people. A community newsroom deserving of a brand—and a campaign—that reflects its impact. Over the past year, Mirror Indy launched with a bold new brand, and now, that identity is hitting the streets. This campaign is a strategic extension of the brand itself, spreading the power of community-driven journalism and reinforcing Mirror Indy’s commitment to reporting from every neighborhood in Circle City. Because when a brand is built with intention, the story doesn’t stop at launch—it grows, evolves, and connects. See the full project at https://lnkd.in/gmgSJJD6. #LocalNews #CreativeCampaigns #CommunityDriven #NewBrand #BrandingAgency

If your brand were a person, a brand audit would be the therapist’s couch where you uncover what’s working, what’s not, and where you want to go next. Here's what you can expect from a brand audit, also known as a brand assessment, brand roast, or even brand therapy: - Bare honesty: We’ll tell it like it is. The good, the bad, and the opportunities you might not have noticed before. - A fresh perspective: We look at your brand in a new way, pointing out things that might have been hiding in plain sight. As the cliche goes, you can only read the label from outside the jar. - A deep dive analysis: Expect a technical analysis of your brand’s visual identity, messaging, and overall execution, paired with a strategic look at how it aligns with your goals. - An education in branding: You’ll learn more about brand strategy, messaging, and design as we walk you through how we evaluated your brand, including how you stack up against your peers. - An action plan: We'll help you decide what to keep, what to refine, and what to totally revamp. You'll have a clear action plan for your brand’s long-term success. Why does this matter? A brand audit ensures you’re not just rebranding for the sake of change but making thoughtful, strategic updates that strengthen your position in the market.

Spreading the word about local news. Like local, local. It's news that’s by the people, for the people. A community newsroom deserving of a brand—and a campaign—that reflects its impact. Over the past year, Mirror Indy launched with a bold new brand, and now, that identity is hitting the streets. This campaign is a strategic extension of the brand itself, spreading the power of community-driven journalism and reinforcing Mirror Indy’s commitment to reporting from every neighborhood in Circle City. Because when a brand is built with intention, the story doesn’t stop at launch—it grows, evolves, and connects. See the full project at https://lnkd.in/gmgSJJD6. #LocalNews #CreativeCampaigns #CommunityDriven #NewBrand #BrandingAgency

In today’s world, brands are everywhere. They interrupt our podcasts, sponsor “big plays” on Sundays, and live rent-free in our pockets via social media. With all this noise, how do some brands manage to cut through? They’re fearless. They break expectations, take calculated risks, and create unforgettable experiences. But what does it take to be a fearless brand? We’ve got some thoughts. ?? Read the full post here: https://lnkd.in/gbJSvZWh #Rebranding #BrandStrategy #RebrandLaunch #PivotBrands

A little nostalgia. A lot of joy. BUTTER 4. In the fourth iteration of BUTTER, teaming up once again with GANGGANG founders Malina Simone Jeffers and Alan Bacon, we set out to reimagine what it means to feel truly free—by tapping into the “delirious joy” of childhood. Inspired by Saturday morning cartoons, this year’s event channeled that same magic and optimism. Working alongside FITZ (www.artbyfitz.org), we brought a custom cartoon character to life, creating a world filled with nostalgic posters, vibrant merch, and immersive event signage. Every detail, from cereal box art to VIP invites, reminded us of a time when joy was abundant and possibilities felt endless. BUTTER 4 dared us to bring that energy into the present, not to live in the past but to create a future where joy, art, and freedom are within reach for everyone. See more of the work: https://lnkd.in/g-WVCtKP #BUTTER4 GANGGANG #Branding #ButterArtFair #EquitableArt #EventBranding #VisualIdentity

The INDEX is a new, dynamic downtown hub that centralizes some of Indy’s most iconic cultural institutions at the heart of the city. We crafted their visual brand, then designed exterior signage to create a seamless, inviting experience for visitors to explore these local gems. Previously lacking a presence within Mile Square, nonprofit organizations like the Indianapolis Motor Speedway Museum, the Indianapolis Zoo, and Conner Prairie are now positioned right across from the convention center. The INDEX serves as a visitors’ center, retail space, and cultural hub all in one, spotlighting some of the best Indy has to offer. In our work we embraced a neutral color palette that complements the building’s interior while allowing the featured organizations to truly stand out. At the heart of the brand is the flexible, adaptable INDEX logo, designed to reflect its dynamic role as an evolving space that creates an unforgettable experience for visitors and locals alike. #Branding #Design #CreativeAgency #BrandingAgency #LogoDesign #VisualIdentity #SignageDesign #EnvironmentalDesign #TheINDEX

Moderated my first *ever* panel yesterday at the Indiana Creative Economy Summit, thanks to Polina Osherov. A brilliant set of panelists who are centering creativity in their work and breaking down silos — Isaac Bamgbose, Wade Breitzke, Scott Fetters, and Ed Dallis-Comentale —?made my task very easy. Congratulations to the entire Pattern team and board on a stellar event! And it was great to see the community out in force: Melissa Rowe, Melanie Allen, Muhammad Yasin, Julie Heath, Lauren (Petersen) James, Peter Hanscom, Bob Schultz, Alli Donovan, Casey Harrison, Jacob Schpok, Jennifer Rubenstein, Jenny Tod, Brent Lyle, and so many more. #createthefuture