Distinctive Design Firm Debuts In Minneapolis

10K Launch News Detail

MINNEAPOLIS – A new design firm named 10 Thousand Design has formed to harness the ever-changing elements of great design and meet the complex marketing needs of today’s challenging marketplace.

10 Thousand Design is a new interdisciplinary brand design firm in Minneapolis with a distinct, agile approach that is driven by innovation, inventiveness and the ever-shifting preferences of today’s consumers.

“The way we came together informed how we approach design and the problems we solve,” said Ed Bennett, founder and executive design director, 10 Thousand Design. “We believe in design through alchemy. When you bring incredible people and ideas together, and inspire them with smart insight, design can create meaning and magic that helps transform how people connect with brands.”

The 10 Thousand Design name is inspired by the firm’s home state of Minnesota, land of world-class design and 10,000 lakes, as well as by the idea that it takes 10,000 hours to master a craft like design, and lastly by the fact that the view from 10,000 feet is grand and expansive.

10 Thousand Design evolved within ad agency Colle+McVoy and will operate as a partner agency. It launches with a broad mix of clients in retail, consumer packaged goods, and health and wellness. In the last three years, the design group has tripled in size, thanks to new clients like Target, Align Technology makers of Invisalign and Stanford University, and to extensive organic growth from existing clients like Cub Cadet and General Mills.

The 10 Thousand Design team’s work has received national and international recognition, including accolades from AIGA, Communication Arts, Lürzer’s Archive and the San Francisco Museum of Modern Art, among others. Some of its most recognizable work includes the relaunch of the Caribou Coffee and Indian Motorcycle brands, as well as work for Target, Nestlé Purina and Grain Belt Beer.

Led by Bennett, the 10 Thousand Design team also includes acclaimed creatives and designers Sam Soulek (design director), Michael Seitz (associate design director), Jen Orth (associate design director) and Marc Stephens (interactive creative director). The leadership team also includes Kristin Woxland (managing director), Kjersti Hanneman (director of insight and brand strategy) and John Doyle (executive director of brand experience).

“We have curated our team of designers and communicators to represent the highest level of talent across all design disciplines,” said Bennett. “And we have the best of both worlds—the soul and sensibilities of a boutique firm that benefits from the capabilities and resources of a large, integrated agency.”

The firm’s design approach is grounded in the belief that a brand’s style should determine its own unique look and feel, rather than reflect an agency’s specific style. 10 Thousand Design believes that the solution for any project should be driven by human insights, a client’s aesthetics and the specific business challenges a client is facing.

“We are continually looking for new ways to provide greater value to our clients,” said Christine Fruechte, CEO, Colle+McVoy. “The time is right to brand our design offering to elevate the importance of design-centric thinking and create transformative outcomes for our clients.”

Media Contact:

Jen Stack, Colle+McVoy, 612.305.6343, Jen.Stack@collemcvoy.com