BAERING, a full-service strategic communications and brand management firm, has been named agency of record by LCI (formerly LC Industries), one of the largest employers of Americans who are blind or visually impaired. BAERING will continue to provide strategic counsel, media relations, community relations and social media services for LCI across the United States.
BAERING was engaged by LCI in 2018 to lead the company through a comprehensive rebrand to advance the company’s goal to drive innovation and provide meaningful employment for the blind and visually impaired community. In addition to a company name change, the rebrand provided a refreshed look and feel for LCI, including a new logo, unique branding color palette and a new company tagline. Following the success of the rebrand, BAERING will continue to provide external and internal communications support, execute brand awareness initiatives and provide digital content and social media services.
“Over the past 82 years, LCI has grown and evolved into a diverse entity – and we recognize the need to stay innovative in an industry that is everchanging,” said Jeffrey Hawting, president of LCI. “We are doing great work and we want the world to know about it. Our engagement with BAERING will allow us to stay innovative while furthering our commitment to our employees and the communities in which we operate and serve.”
Since LCI’s inception in 1936, the non-profit has continued to grow and evolve into a multi-faceted entity. With over 36 retail locations, eight manufacturing facilities, and two distribution facilities across the country, LCI has set admirable business objectives in place to achieve in the next few years and sought BAERING’s brand reputation and strategic communications expertise to help reach these goals.
“We’re excited to be playing an integral role in LCI’s brand journey,” said Erin Smith, president of BAERING. “LCI is an ideal partner because they are a mission driven company who strives to break barriers to create a more equitable world. We are proud to be guiding the team through a pivotal moment in their company’s history.”