Mullen Recasts Trade Group as MITX

BOSTON Goodbye MIMC. Hello MITX.

Interpublic Group’s Mullen is repositioning New England’s primary interactive communications and technology trade group with a new name and focus through a campaign tagged “What’s next.”

MITX stands for the Massachusetts Innovation and Technology Exchange. That moniker replaces MIMC, which had stood for the Massachusetts Interactive Media Council. The Boston-based group was formed eight years ago and has more than 2,500 members.

“MITX felt that the solely interactive identity of MIMC was outdated and we literally were looking to help define what was ‘next’ for the organization,” said Micah Donahue, senior vice president and account director at Wenham, Mass.-based Mullen.

According to Mullen, the new name MITX (or “my-techs”) is one part of a rebranding effort that also includes a visual identity system, collateral materials and Web work. “Our identity project involved designers and writers across offline and online disciplines, creating a clean, innovative look and feel,” added Donahue.

“This isn’t just a new look and feel, but an innovative direction for the entire organization,” said MITX executive director Leslie Cushing.

The graphic identity was designed by Jeffrey Williamson, Mullen vice president, associate creative director, with assistance from senior art director Glenn Kennedy. Associate creative director Chris Wooster developed the tagline “What’s next” and copy for pages at mitx.org.