Denver–National marketing and technology firm Creativity for Rent has acquired online marketing consultancy Multifamily Edge, and combined the two companies to create Denver, Colo.-based Engrain. With the rebranding of the two entities as Engrain, the companies’ offerings will be deftly united under one new umbrella.
The idea to merge Creativity for Rent and Multifamily Edge evolved “as a response to needs in the industry regarding usability,” Jennifer Cyphers, President of Multifamily Edge, tells MHN. Cyphers, who will have an equity stake in Engrain, will step into the role of president at the new company, while Brent Steiner, President of Creativity for Rent, will take on the position of Engrain CEO.
Engrain will meld Creativity For Rent’s esteemed design and custom website development services with Multifamily Edge’s demand generation expertise to provide multifamily companies with a substantially more comprehensive group of services that will include usability consulting, technology audits, user interface design and custom website and software development. “It will allow us to create user experiences that are much more intuitive; they’ll be easier and more engaging,” Cyphers says.
With both Creativity for Rent and Multifamily Edge bringing their coveted capabilities and well-regarded reputations to the proverbial table, there will be an inherent demand for Engrain’s services, and that demand is expected to grow. “A lot of people are engaging us to do usability audits of their websites, to perform facelifts, if you will,” she adds. “They want their users to be more engaged.”
Engrain’s expanded platform will include new offerings as well, Cyphers notes. “We will be releasing new products with emerging technologies throughout the year.”