Liquid Fire Adds 3 Clients, Gains Momentum

Liquid Fire has taken steps to establish itself as a small player with big ambitions, adding Alpha Industries, Entegrity Solutions and Shear Madness to its expanding client roster.

“Our continuing success validates us and [confirms] that we’re on the right track,” said agency partner Wayne Fritsche.

In March, principals bought the Boston-based shop (founded as Chili Pepper)back from Digital Goods, which had purchased the boutique in May 2000.

The agency was recently assigned a role by the long-running play Shear Madness, a comedy that takes place in a unisex hair salon and enlists the audience to help solve a murder mystery.

Liquid Fire is producing two 60-second radio spots for the Boston and Washington, D.C., productions of the farce.

“Both spots are irreverent, sexy and humorous,” said John Raferty, creative director at Liquid Fire. “We want to remind audiences that Shear Madness, America’s longest-running play, is still around—and is as fresh and funny as ever.” The spots are expected to break in September.

The agency also redesigned the Shear Madness Web site, which will go live in October.

Liquid Fire picked up creative chores for Woburn, Mass.-based Alpha Industries. New print advertising positions the company as a leader in broadband and wireless technology and is expected to break in the fall. Ads are aimed at design engineers and lead with the line, “If you can dream it, we’ll help you design it.” The ads also feature futuristic photography shot by Joel Benjamin.

The agency also added Entegrity Solutions, Marlborough, Mass. Liquid Fire’s first work for the client includes completing the interface design for one of the company’s products, AssureAccess. Liquid Fire’s client list also includes Bright Horizons, Iguana Interactive and BJ’s Wholesale Club.