Worx Branding & Advertising is featured on the Connecticut Creatives website in the article "Connecticut Wins Big in American Graphic Design Awards 2012" as the state's most-awarded agency in the national juried competition by Graphic Design USA magazine. Worx President and Chief Creative Officer Grant Copeland comments in the article on why he thinks Worx has been so successful in the competition – having won more awards since 2005 than any agency in the country – and what makes the American Graphic Design Awards so unique.

PROSPECT, CT (October 12, 2012) - Worx Branding & Advertising, a top brand communications agency, was awarded 11 American Graphic Design Awards in the national juried competition by Graphic Design USA magazine. With the 11 new awards, Worx maintains the distinction of having won more American Graphic Design Awards since 2005 than any other agency in thecountry – 75 total awards in 12 different categories.

The Graphic Design USA competition is the most inclusive – and among the most difficult – in the marketing industry. Judged by a jury of third-party marketing experts, on average less than fifteen percent of the 8,000 entries are recognized each year. Entrants include a broad range of marketing groups, from the largest agencies in the world to individual freelancers.

“Winning this prolifically is very humbling, and certainly justifies our claim as an elite, and unique, brand communications agency,” said Worx President and Chief Creative Officer, Grant Copeland. “That being said, it’s simply a justification; what’s really great is that this work is also driving tangible business results for each client.”

Worx is celebrating 25 years in business, with a long history of success in web and online marketing, augmented by branding and creative services. In the last three years alone, Worx has led brand transformations for organizations including Crystal Rock, Hoffman Auto Group, Torrington Supply, Eastern Bag & Paper, Ski Sundown and Mutual Bank.

Worx won national awards this year for clients including Simione Healthcare Consultants, Mutual Bank, Eastern Bag & Paper, Crystal Rock, Petta Thompson, Special Olympics Connecticut, Ski Sundown, The Good Life Wine & Spirits and Paul Mitchell. The eleven awards tie the most Worx has ever received in the Graphic Design USA competition.

Worx will be featured in the December 2012 awards annual issue of Graphic Design USA, and online at www.gdusa.com.

Grant Copeland, President / Chief Creative Officer of Worx Branding & Advertising, was recently interviewed by Hartford Business Journal on his opinions of the state tourism rebranding – Connecticut's two-year, $27 million initiative to attract and inspire new patrons.

Copeland was asked about the "Still Revolutionary" campaign title, and more specifically, whether he thought the initiative would be successful. Grant is quoted in the article that includes commentary from leaders of organizations including the Mark Twain House & Museum, the Connecticut Historical Society, and the University of Connecticut.

What do you think of the branding "Connecticut: Still Revolutionary"? Does it have a feel of being stuck in the past?
The positioning and tagline is very sound. The tagline – and more specifically, the duplicity of the term "Revolutionary" – is powerful as both a backward- and forward-looking idea. It's not your typical diction for such a broad brush initiative as this, and I applaud the powers-that-be for leveraging the fact that the state is both heavily rooted in history, and looking to progress. At Worx, we see that the strongest brands are built around clarity, conviction and commitment – that is, distilling your unique value into a core principle; behaving with noticeable confidence; and ensuring that consistent promotion of the brand never ends. This brand position certainly has clarity and conviction; it will be very interesting to see whether true adoption of the position – the commitment to it – occurs within the state's vast tourism demographic.

Will it attract tourists to Connecticut, especially when other states also share a similar history? If yes, why? If no, why not?
This is where the effectiveness of the more aspirational part in the "Revolutionary" message is pivotal. Revolutionary more easily applies to the rich history and national significance of our attractions than it does with our innovative or progressive venues and events. I think the campaign needs to strike a delicate balance between promoting the past and the future. The fact that other states have similar heritage is not necessarily a barrier; it's like two businesses offering the same type of products or services. You don't have to have a magic bullet that no one else can offer in order to succeed, but you do need to have a more engaging way of packaging the messaging and sustaining the position over a long period of time. Look no further than New York and the success they've had with the "I Love NY" position. At some point, there's only so many advertising dollars you can throw at a position before you need the viral nature of its message to take hold. New York's success is due at least in part to its position being universally-appealing, and being tied emotionally to the real experiences of the tourist or resident.

How well will the messaging resonate with businesses?
Businesses, and other state organizations, need to take this statewide position and calibrate their own messages to it. It's always tough for these groups to figure out how to do this. Look at what the MetroHartford Alliance did in waiting to launch their brand position for the city in order to see what the state was going to do with the tourism position first. Oz Griebel and his team were very smart to do that. State businesses need to see the tourism campaign as "free advertising" for an idea that says, "We are rooted in history, but providing new and exciting things," and they need to hitch their proverbial wagon to the concept. Slapping the new logo in the corner of their pamphlets or websites, while helpful, is not ultimately going to drive interest or revenue in their respective businesses.

What do you think of the process that led to this? Using focus groups in CT and out of state, inviting folks to contribute to MyConnecticutStory, holding roadshows for stakeholders -- museum, hotel and tourism industry folks to get their feedback, etc.
The process to arrive at this position was very strong. In any type of brand exercise, inclusion of all stakeholders and a willingness to let their thoughts influence the substantive thinking is key. It's human nature that the more one feels included and exposed to a process, the more they will help in creation, and later help in promotion. Interviewing tourists, asking for perspectives, and taking the process to the people, is all about building better brand ambassadors. So the brand is launched now, and launching gets you off the ground. It's the honeymoon phase. Now the fun starts in trying to make the bond between the positioning and reality a "happily-ever-after" one.

Read the Hartford Business Journal article

Worx Branding & Advertising, a top brand communications agency celebrating its 25th anniversary, has added three team members to lend more value to its growing client list. All three – Melanie Petro, Nicole Richards and Katie Bushey – will serve key roles in executing marketing and social media campaigns for a variety of Worx clients.

Melanie Petro comes to Worx as Senior Copywriter. Petro was previously Senior Copywriter at Digitas – one of the largest integrated marketing agencies in the world – where she led content and copywriting on campaigns for Delta Airlines, Samsung, Enfamil and The Hartford.

Nicole Richards joins Worx as an Account Manager, after having climbed up the ranks of Detroit-area agencies. While in Detroit, Richards spent time at New Media Strategies, a pioneering social media agency, and JWT, the largest advertising agency in the world. Richards has developed social media and interactive campaigns for Ram Trucks, Bell Helicopter, Etch-A-Sketch and Bosch, among others.

Katie Bushey is the third new member of Worx, joining as a Marketing Strategist. Bushey will be involved in brand research, strategy and campaign development. Prior to Worx, she was the Director of Public Relations at Hoffman Auto Group – one of the largest auto dealers in the region and a Worx client – where she managed public relations, social media and sponsorship programs. Worx rebranded Hoffman in 2009, as well as named and developed the brand for the H Lot, Hoffman’s new pre-owned car dealership.

Petro, Richards and Bushey join a 32-person staff of multi-faceted professionals in brand strategy, creative services and digital technology at Worx. “Simply put, Melanie, Nicole and Katie are all ‘heavy hitters’,” says Grant Copeland, Worx President and Chief Creative Officer. “Their talent and experiences will have a big influence on how we help clients solve their most complex business and marketing challenges.”

Worx has experienced record growth recently, with 2011 revenue topping previous record numbers from 2010. Worx also maintains the distinction of having won more American Graphic Design Awards since 2005 than any other agency in the country – 64 total awards in 12 different categories.

The Worx Branding & Advertising website has a special section of exclusive stories about some of the people who made the 25-year milestone possible, at worxbranding.com/25years.

Worx President and Chief Creative Officer Grant Copeland has been named to The 25 List by Connecticut Creatives. Copeland is part of a group selected as the state’s top creative professionals – 25 of the “most interesting, influential, innovative and inspiring people: leading creatives and living legends, thought leaders and do-gooders, trendsetters and newsmakers, ambassadors and educators,” as the organization mentions.

Copeland will be honored at an awards show on Thursday, May 31st at the New Haven Lawn Club, and in a commemorative issue of The 25 List magazine.

OnPoint Integrated Marketing, a boutique interactive agency specializing in website and software development, search engine optimization, online advertising and application development, has merged into Worx Branding & Advertising. OnPoint Managing Member Michael Sansone joins Worx as a Vice President. The merger is one of several strategic moves by Worx in their continued growth as a top branding and digital agency in the region. 

Read the Republican-American story »

Download the Worx press release »

James Grendzinski, a designer at Worx Branding & Advertising, is one of five young creatives interviewed by ConnCreatives for its story on Entering the Workforce. All five “not only attended the top design programs in Connecticut but also stayed in the state to work from some of its top agencies and companies.” The article talks about making the most out of your time at school, and using that experience to land your dream job.

PROSPECT, CT (September 23, 2011) - Worx Branding & Advertising, a top brand communications agency, was recently awarded eleven American Graphic Design Awards in the national juried competition by Graphic Design USA magazine.

With the eleven new awards, Worx maintains the distinction of having won more American Graphic Design Awards since 2005 than any other agency in the country – 64 total awards in 12 different categories.

The Graphic Design USA competition is the most inclusive – and among the most discerning – in the marketing industry. On average, less than ten percent of the 10,000 entries are recognized each year by a third-party jury of marketing experts. Entrants include the largest agencies in the world, all the way down to individual freelancers.

“It’s been an incredible run, to have won this many awards over multiple years in such a difficult competition,” said Grant Copeland, Worx President and Chief Creative Officer. “We don’t create work with the thought of winning an award, but this continued recognition on a national stage does justify what a unique, and multi-talented, team we have.”

Worx won national awards for clients including Barnum Financial, Crystal Rock, ESPN, Ski Sundown, Special Olympics, Team Epic, United Way, Winter Antiques Show and YMCA. The eleven awards set a new high mark for Worx; they had won ten awards twice, in 2006 and 2009.

“This is all very humbling, when you consider the thousands of outstanding agencies who enter each year,” added Copeland.

Worx will be featured in the December 2011 awards annual issue of Graphic Design USA, and online at www.gdusa.com.

PROSPECT, CT (August 10, 2011) -  Grant Copeland, President and Chief Creative Officer at Worx Branding & Advertising, has been selected as one of the forty best and brightest professionals under the age of forty for 2011, according to Business Journal.

Each year, a jury of past winners selects the group who is showing significant success early in their careers, a passion for what they do, a dedication to community involvement, and an appreciation for seeking balance in their lives. This year, the Hartford Business Journal received an astounding 250 nominations for more than 160 professionals competing to be a part of this esteemed class. Grant joins honorees ranging from entrepreneurs and corporate executives to non-profit leaders. 



In less than fifteen years in the marketing business, Grant has grown into one of the region's most notable brand strategists. Respected for his broad range of talent and work ethic, Copeland has helped launch Worx to a regional and national scale, developing brand work for Holiday Inn, Revolutionary Boston, FedEx, IBM, ESPN and others. His work is present throughout Connecticut for brands including Crystal Rock, Ski Sundown, Newtown Savings Bank and Hoffman Auto Group. 



Grant merged the communications firm he owned and co-founded, i2i Creative, with Worx in 2005. That same year, he was named by Graphic Design USA magazine one of its People to Watch as "someone who is helping shape the design profession." In 2009, Copeland assumed the role of President, helping drive two consecutive years of record growth for the 24-year old agency. 



"Grant has been integral in the strategic brand development of both our agency and top clients," said Worx Managing Member, Joe Gugliotti. "He wears a lot of hats but can always be counted on to roll up his sleeves and get the job done. We're grateful to have him leading the team here at Worx, and consistently positioning our clients for success." 



A hands-on creative and director as well, Grant has the distinction of designing and directing more American Graphic Design Award-winning pieces since 2005 than any person in the country. He lives in Guilford, CT, with his wife, Meghan, and their two children, Ella and Adam. 



Grant will be formally recognized for the "40 Under 40" honor on September 26th at the Connecticut Convention Center in Hartford.

The Republican-American has a report on the front page of their Local News section about the filming of the 2010 United Way campaign video. The video is being produced by Worx, and will premiere at the charity’s campaign kickoff event on September 1st.

Read the Republican-American article >

The new Crystal Rock brand, developed by Worx, has been featured on Brand New, one of the world’s most respected sites on brand identity. The site features corporate identity makeovers from corporate brands with national or international appeal, as well as opinions from some of the world’s top branders.

Read the Crystal Rock feature > 

Worx Branding & Advertising has once again been ranked the top area web design company by Business New Haven in its Book of Lists 2010. As proof of its unique offerings, Worx is also ranked in the Top 5 of area advertising agencies and second – behind AT&T – of area internet access providers.

The logo for Agavue, a internet service provider in the southwestern United States, will be featured in the upcoming book “Shapes and Symbols” by Logo Lounge. The book will be the third in Logo Lounge’s Master Library series. Each book features exemplary logo design from creatives around the world. The first and second books are already best sellers from Rockport Publishers. The Agavue logo was done by Worx Branding & Advertising as part of their brand development work in 2009.

Ski Sundown is one of the Northeast’s best skiing and snowboarding experiences, with 15 trails and 65 acres of terrain. Worx responsibilities extend from brand positioning to fully-integrated activation – including online, print, advertising, direct marketing, social media, mobile and point of purchase.

Worx Branding & Advertising – agency of record for Crystal Rock – has officially launched the new Crystal Rock brand for the 94-year old, family-owned business. Crystal Rock will remain the umbrella brand name, under which will remain three house brands – Crystal Rock Waters (formerly Crystal Rock Bottled Water), Vermont Pure Natural Spring Water and Cool Beans Coffee. In addition, a new house brand is being introduced to the Northeast market – a 40,000+ product line of office supplies aptly named Crystal Rock Office. Worx has led brand launch and training events throughout the Northeast, including stops in Saratoga, NY, and East Hartford, CT.

In an effort to support the recent devastation in Haiti, Worx sent over $4,000 in financial aid to the Yéle Haiti Earthquake Fund. Employees contributed over $2,000, a figure which was matched by Worx managing members. Yéle Haiti is a foundation started by Grammy-Award winning musician, producer and social entrepreneur Wyclef Jean that is changing lives in the desperately poor but optimistic nation of Haiti.

Worx President & Chief Creative Officer Grant Copeland led a brand launch and training session for the Cool Beans coffee brand to Crystal Rock regional managers. The session was held in Saratoga, New York. Crystal Rock, the largest water and coffee distributor of its kind in the country, engaged Worx in late 2009 to evolve and activate the Cool Beans brand. Worx is agency of record for all Crystal Rock brands – including Cool Beans, Crystal Rock Bottled Water and Vermont Pure Natural Spring Water.

The Bostonian Society has selected Worx to help reposition and market The Old State House – the oldest public building in Boston and one of the most historically significant sites in the nation. The building housed the first legislative government; the country’s independence was declared from the balcony; and the Boston Massacre happened in the street in front of the house. Worx responsibilities include brand positioning, identity and activation including environmental design, advertising, collateral and online.

Grant Copeland, President and Chief Creative Officer of Worx Branding & Advertising, contributed to the premiere issue of Connfluence, a new magazine showcasing Connecticut creatives at work and at play. Copeland is featured with other agency leaders who were asked to answer the question "Why Connecticut?"

Purchase the magazine
Download the issue (PDF)

When Aetna Customized Communications Group wanted to promote health benefits to Home Depot employees - and drive enrollments - Worx Branding & Advertising developed livethehealthyorangelife.com. Featuring information organized by region and employment level, Aetna annual enrollment has increased and nearly 250,000 Home Depot employees continue to visit the site to participate in contests, share success stories, obtain recipe and lifestyle tips, and a host of other options. A custom Content Management System was also developed by The Worx Group to allow Home Depot to make real-time updates and upload its monthly lifestyle newsletter – Live! – which gets distributed to all Home Depot employees.

One of the marketing and design industry's top publications, Graphic Design USA magazine, is showcasing the Hoffman Auto Group rebranding by Worx Branding & Advertising as its Project of the Month. The feature is being distributed via GDUSA's online newsletter, which has a subscription base of more than 35,000 marketing professionals.

See the Graphic Design USA newsletter here.

New Milford Hospital has officially launched its new positioning, featuring the slogan "Your home for health". The brand positioning and integrated campaign was developed by Worx Branding & Advertising, marketing agency of record for the Hospital. Initial activation includes out of home billboards, print advertising, radio and newspaper inserts.

New Milford Hospital press release
View the brand work

WFSB-TV Channel 3, Hartford's CBS affiliate, broke the story of the upcoming television commercial by Worx Branding & Advertising for Blue Back Square on its evening news. Channel 3 reporters and cameras were on hand for the filming of the commercial, which takes a nostalgic look at a time when shopping, dining and entertainment was more pure, simple and fun – a time that still exists at Blue Back. Worx is the agency of record for Blue Back Square, handling all strategic and creative responsibilities. Video production for the commercial was handled by Waterford, CT-based Sonalysts Studios.

See the news story and video here.