In 2010 IGC Brand Services faced unprecedented public perception and sales challenges, and made the decision to face those challenges head-on by refocusing their business on bridal sales, their strongest source of revenue. To this end they developed a new line of bridal jewelry, specifically targeted at a Millennial core audience, and approached Cultivate Studios to develop a new brand name, position, and retail tools to accelerate sales of the new line.
Rapid expansion of Ozinga’s core business led to a need to hire at least 140 highly qualified CDL/A drivers between April and June of 2015. Growth in the construction industry overall left few qualified drivers available to hire, and union restrictions prevented Ozinga from offering better pay or benefits. The challenge, then, was to convince 140 drivers to leave their current jobs to come work for Ozinga for the same pay and benefits.