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Laidlaw Group Adds to Upscale Cache

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BOSTON The Laidlaw Group has been hired by ErgoStyle, a startup offering ergonomically designed lifestyle products such as garden tools, backpacks and computer cases.

The first mission for the independent agency here will be to fashion corporate identity materials and a product catalog. A Web site, print and online advertising are expected to follow, the agency said. The budget for the client in Newton, Mass., has not been determined.

The win strengthens Laidlaw's position as a provider of marketing services to clients targeting upscale consumers. Other agency clients include equestrian seminars company Equinect; Rangine, a maker of high-end shelving; and Water & Fire, a designer and importer of European furniture.