Brandfire Aims to Help New Businesses and Energize Established Ones

Agency got its start selling Zico coconut water to Coca-Cola

Headshot of Katie Richards

Who (L. to r.) Co-founder and CCO Adam Padilla and partner and ecd Bryan Black
What Creative and branding agency
Where New York

Before Jesse Itzler co-founded New York branding agency Brandfire in 2009, he co-created and sold private jet card company Marquis Jet to Berkshire Hathaway-owned NetJets. When that entrepreneurial spirit brought him and agency vet Adam Padilla together, they set out to build a company that would bring new life to brands like Coca-Cola, Spanx and MasterCard. "We love giving energy to new businesses," said Padilla, who is the shop's chief creative officer. "And we love giving energy to businesses that need a refresh." Most recently, the Brandfire team partnered with New York-based moving company Roadway Moving, revamping everything from color scheme to brand messaging, and created the memorable "A nicer way to move" campaign, which included truck wraps and outdoor work on subway cars. The efforts increased the brand's organic search results on Google by 500 percent and increased conversion rate to 45 percent in four months. "We make a brand memorable, we make it sticky," said Bryan Black, partner and executive creative director.


This story first appeared in the May 9, 2016 issue of Adweek magazine.
Click here to subscribe.

@ktjrichards Katie Richards is a staff writer for Adweek.