Paying it forward: Spyglass pro bono tops the $1M mark


We are fortunate that there are so many visionary nonprofit organizations— around the world and right around the corner. For over 15 years, Spyglass has had the distinct pleasure of helping many organizations that are near and dear to us. Promoting community and the arts has always been a focus, and we’ve also tried our best to be advocates of social justice and education. There’s much more to do, and we remain committed to helping these nonprofits generate awareness, grow and connect.

Learn more about the organizations we’ve had the pleasure to work with

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What a community bank should be: Spyglass helps Patriot shine


Patriot is a community bank with 10 branches in Connecticut and New York. Their mission is to be everything a community bank should be, every day and in every way. Over the last 18 months they have put the people, processes, technology and products in place to help their customers grow, connect and maximize their financial opportunities. Spyglass worked with the leadership team on a top-to-bottom brand refresh and go-to-market strategy, including a new logo, positioning, website and digital signage, new branch design and customer experience, employee training and community sponsorships. It has been a highly rewarding partnership – and the results are already speaking for themselves.

See the work

Read about Patriot’s results

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The power of positivity: Spyglass helps JSRDF develop new identity and website


The Joubert Syndrome & Related Disorders Foundation is a fantastic organization, blessed with great people, and a whole lot of love. They’re just what the doctor ordered for families and loved ones dealing with the challenges of Joubert Syndrome. Since 1992, the organization (all volunteers) has been helping families around the world, raising money, supporting research, improving awareness and leading the charge to better understand the syndrome and its associated disorders. Spyglass recently had the privilege of working with the JSRDF Board to develop and launch their new identity and website designed to expand their reach and connect an international network of families, doctors and specialists.

Learn more about JSRDF (and consider buying a t-shirt or making a donation)

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Spyglass Receives Prestigious 2015 MarCom Platinum and Gold Awards

MINNEAPOLIS, Minn. (Nov. 16, 2015) – Spyglass, a global brand strategy and marketing agency, announced they have won two prestigious MarCom Awards for their work with Jostens and Walman. Spyglass won a Gold award for their work on the Jostens Mobile Suite Product Launch, and a Platinum award for the recent Walman rebrand.

“The MarCom Awards are significant because the field of international entries is always substantial and represents outstanding work from an impressive list of marketers and global brands,” said Spyglass president and CEO, Molly Rice. “It means a lot to us, but also to our clients, because it’s proof that the work we’ve done on their behalf is among the best when it comes to connecting them to their target customer and creating ROI for their marketing spend.”

Jostens is America’s leading provider of yearbooks, class rings and graduation products as well as other programs and services that help students and their families celebrate and capture important moments in life. The Jostens mobile suite launch provided an opportunity for Jostens to rethink their complete mobile strategy. Spyglass showed them how SchoolWay and ReplayIt could fit into a broader mobile platform that would put Jostens at the forefront of innovation, reassert their position as a leader in the education space and bring other apps into the conversation. Today, they are using the new brand and strategy to onboard hundreds of new schools and thousands of parents and students.

Jostens has seen a 50 percent boost in usage of SchoolWay across the board from schools, parents and students since it launched in July 2014, and ReplayIt has experienced similar gains in usage.

“Spyglass helped us look at the big picture,” said Gloria Garcia, Jostens Director of Mobile Channels. “They understand the mobile landscape and how to attract new users. They not only helped us rename, rebrand and re-launch our apps, they showed us what to do over the course of the next two years to keep the momentum going.”

Walman Optical was founded in 1915 and has grown substantially through acquisitions over the last several years. Today, they are the largest independent ophthalmic company in the U.S. and one of America’s great employee-owned companies—yet too many customers and prospects had no idea of their expertise because Walman operated under many brand names and divisions with no messaging or branding associating them to one other. It was a confusing situation and made it difficult for Walman to better serve customers across divisions. Walman Optical hired Spyglass to align their brands and give renewed focus to their vision to be the most trusted partner in the eye care industry.

Spyglass created the new master Walman brand as well as all of the sub-brands that live under and within the Walman family of businesses. They also created The Walman Advantage, a platform that properly positions and delivers the proof points that support the company’s position as an industry leader with several strong and integrated businesses guided by core values.

“After stakeholder interviews and other competitive research, we realized that the external perception was that the name ‘Walman Optical’ was only associated with their lab and lens business, versus all the national businesses owned by Walman Optical, including contacts, instruments, the buying group, frames and coatings,” said Rice. “We saw the rebrand as a huge opportunity for Walman to cross sell their outstanding services to current and prospective customers and a way to rally their internal team in time for the Walman 100th anniversary. They have a great story to tell. We aligned it and brought it to life.”

Walman CEO Marty Bassett summed up the award-winning branding experience nicely, “Through a highly-engaging and collaborative process, Spyglass helped Walman reimagine our brand and align our vision, mission and strategies.”

The MarCom Awards recognize outstanding work in marketing communications from around the world. Thousands of entries are received each year for this international competition and come from corporate marketing and communication departments, advertising agencies, PR firms, design firms and production companies. For more information, visit

Founded in 2001, Minneapolis-based Spyglass provides brand-consulting and marketing services for companies that want to redefine, reposition or re-launch themselves in the marketplace. The agency’s acclaimed Brand FastForward™ process delivers a brand strategy and a full complement of marketing and sales tools for a fixed price and delivered in weeks versus months so clients can get to market and achieve results faster. For more information, visit

Tags: Awards, Brand Refresh, Product Launch
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Cool look, amazing insights: Carlson Wagonlit Travel rolls out new advanced global analytics tool created with the help of Spyglass


Today, putting data to good use is now mission critical for companies of all sizes. The bigger a company’s global footprint, the more important it gets. With CWT AnalytIQs, CWT has bridged the gap between data and action. It’s the only tool of its kind in the travel industry that effectively turns seas of data into tangible recommendations, accurate long-term projections and bottom line results. Now, CWT program managers and CWT travel clients can benefit instantly from a real-time view of their entire travel universe to improve performance, lower costs and boost traveler satisfaction. We had the good fortune to work with CWT to ensure the best possible user experience, from both a design and analytics standpoint. It was an amazing journey that included months of development and collaboration with a great group of people at CWT—and we couldn’t be more proud of the outcome. We are really looking forward to the results. This is exciting stuff.

Take a look

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Medical manufacturing master, rms, launches new website developed by Spyglass.


In 2012, Spyglass helped Cretex Companies, a 100-year old, family-owned business rebrand their organization with a distinctive, Fortune 500 look and tone that clearly aligned their new Cretex Medical division. Today, Cretex Medical includes the rms, rms Surgical, Meier, JunoPacific and Spectralytics brands. The new rms website is the latest in our effort to link the entire Cretex family with the master brand, and showcases rms’ renowned design engineering acumen and their sizable investment in the most advanced technology available. Rich Riddle, rms Director of Sales summarizes it nicely, “Spyglass worked with us to ensure the new site is the resource we envisioned. Now, we have a more effective way to attract medical OEM execs, engineers and purchasing and quality representatives who are searching for our particular advanced skill set, whether it’s complex orthopedic implants or cardiovascular and neurological stimulation devices and drug delivery systems.” Thanks Rich. We’re looking forward to the results!

Check out the new site


Before: Cretex Companies Corporate and rmswebsites



Updated rms website


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Globe University launches new brand identity developed by Spyglass in time for summer

Globe University and Minnesota School of Business are part of a collaborative body of career colleges, universities and training centers. The colleges prepare students for successful careers in a wide range of high-demand professions. Globe University and Minnesota School of Business are located in Minnesota, Wisconsin and South Dakota, and have a rich 130-year history. The new branding, reflected in their current advertising campaign was created by Spyglass and highlights the colleges small class sizes and outstanding support network. When Spyglass began the project, the schools were looking for a comprehensive strategic approach to merging the two colleges to a singular brand. The rebranding project ultimately helped the colleges regain their mojo, redefine their true value proposition and create an engagement strategy that made the most of their media investments.

Current Advertising Campaign:

GlobeBillboards3 GlobeAds2

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New brand launch: Spyglass helps Walman set their focus on the next 100 years

Spyglass is proud to announce the launch of the new Walman brand. Walman is the largest independent eye care company in the nation. If you’ve never heard of them, it’s because they’ve operated under many brand names and they do most of their work behind the scenes to bring you perfect glasses, lenses, contacts, frames and pretty much everything else you see in a successful optometrist’s office. Spyglass recently partnered with Walman to align their brands and give renewed focus to their vision to be the most trusted partner in the eye care industry. It’s a pleasure working with one of America’s great employee-owned companies—now celebrating 100 years of success. Take a look at their new look.




Trade Show Booth



Tags: Branding, Logos
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New mobile-friendly site launch: Spyglass partners with Jostens to take their commercial printing business retail

Moblie_JCP_AppJostens pegged Spyglass to bring their new commercial printing offering to life with a responsive website that could capture both mobile and desktop leads. Though Jostens is America’s most prolific printer of yearbooks and memory books, not many knew that they also use their printing prowess to help companies and publishers outside the school realm do amazing things. They needed a way to showcase their world-class technology and spread the word that they were open for business to broader a segment.

Spyglass collaborated with the Jostens team to design a website that would quickly attract and engage a vast, untapped commercial printing market. Our solution was a content-smart, well-designed experience with a flexible template that Jostens could easily manage and update. One that also features a clear call to action that highlights Jostens unique capabilities and the remarkable savings they can deliver.

Check the site out!


Tags: Responsive Design
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Have a Big Orange Yeti St. Patrick’s Day. Seriously, do.

YetiPhotos_Newsletter2Saturday, March 14th, our big furry friend will be in downtown St. Paul along West 7th Street to revel with the green hordes. The city closes the streets and the people watching is amazing. The Himalayan wild life is pretty cool, too. If you see him, say hi. He might buy you a green beer, if you don’t offer to buy him one first. And for goodness sakes, tweet your photos with him!

Follow him @BigOrangeYeti
Post your photos to #BigOrangeYeti

Tags: BigOrangeYeti
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