Pivoting to a Full-Service Branding Agency

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When Gino Broccolo returned to Rochester and set up his **branding agency** in 2019, he envisioned a space where **innovative design ideas** could thrive. Armed with experience from national accounts and Major League Baseball, Broccolo recognized a unique opportunity to reshape the local branding landscape with his firm, aptly named **ninety two**—a nod to the year of his birth.

Broccolo’s passion for **design** was palpable as he embarked on this journey. However, **when an unexpected opportunity** knocked last year, everything changed. Frontier Communications approached him with a monumental request: to brand their fleet of **2,000 trucks and vans**. The audacious question, “Can you do it?” found Broccolo enthusiastically replying, “Absolutely.”

This pivotal moment prompted **a strategic shift** for ninety two, transforming it from a design-centric agency into a **full-service branding powerhouse**. Broccolo stated, “It wasn’t what I envisioned. We were very heavily design-focused, but the Frontier project altered our trajectory.”

Initially doing minor production work, like simple **door signage** and vehicle decals, Broccolo realized that this new venture into fleet branding demanded a complete overhaul of their production approach. “We were doing small signage, but the Frontier project necessitated a printer purchase to expand our capabilities,” he explained.

Broccolo’s forward-thinking mindset led him to plunge into this new endeavor without hesitation. “Don’t one-foot-in/one-foot-out—it’s about diving in,” he emphasized. This adaptability is crucial for any small business navigating evolving markets. According to Lindsay Ward , regional director for SUNY Brockport’s Small Business Development Center, “Businesses that adapt can stay ahead of slower competitors and capitalize on emerging trends.”

At **ninety two**, this leap into production has fueled remarkable growth. The team expanded from **three** to **nine** employees, including the recent addition of a production manager, with plans for six more hires by year’s end. “The Frontier project truly accelerated our growth,” Broccolo noted.

“Design is fantastic in its digital form, but once you tangibly produce it, it elevates the excitement,” Broccolo said, emphasizing the thrill of creating **physical assets** that engage consumers on multiple levels.

With approximately **600 Frontier vehicles wrapped to date**, the firm is on track to surpass **2,000** by 2026. This project has not only solidified their reputation but attracted interest from other companies looking for **signage and wrapping services**.

“Now, we can proudly call ourselves a **full-service agency**,” Broccolo remarked, noting that this unique offering sets them apart in **upstate New York**. “We provide a one-stop solution for businesses—whether it’s redesigning a logo, revamping a website, or wrapping vehicles and signage.”

This streamlined approach minimizes effort for business owners, allowing them to focus on running their operations while ninety two manages their branding from start to finish.

Broccolo’s entrepreneurial spirit thrived at a young age, starting with odd jobs at his father’s automotive business. Although that path was not his calling, those experiences instilled a **problem-solving mindset** that has been invaluable in his branding journey. “When obstacles arise, do you tackle them or give up?” he reflected.

With a combination of vision, adaptability, and a **commitment to innovation**, ninety two is not just surviving but thriving, carving a distinct niche in the branding landscape. Their journey underscores a vital lesson for all businesses: stay adaptable, embrace opportunities, and strive for excellence.

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