- Tuesday, Nov. 13, 2018
- NEW YORK
LivelyGroup, the award-winning creative studio, has rebranded as LVLY and launched a live-action division, LVLYHOOD. A player in the space for 40 years, the studio is realigning its existing brands. Within its new structure, the studio is combining creative divisions BlueRock, Spontaneous, and Scarlett, and centralizing its efforts under the LVLY banner. The company will continue to partner with brands such as Amazon, L’Oreal, IBM, HBO, Louis Vuitton and Bloomberg.
“Today, it’s critical to be both exceptional and focused. Our focus has always been making beautiful content while providing maximum agility for improving and building upon ideas”, said Darryl Mascarenhas, CCO of LVLY. “The rebrand to LVLY signifies our commitment to help our clients bring that focus to their ideas and make faster decisions during the creative development process.”
The company has always kept pace with the changing media landscape and is once again positioning itself to respond at the speed of culture by focusing on its core strength. The established brands that make up LVLY have always been rooted in the art of “making.” Over the years, the company has evolved and grown and gotten even better at it. The evolution to LVLY signals the return to those roots at a time when “makers” are at the forefront of both creativity and technology. Continuing to hone the creative approach, LVLY is challenging the status quo by adding new capabilities and developing custom software and strategies to revolutionize how they create content.
“Whether it’s crafting an integrated visual campaign or developing software to address our client’s needs, LVLY has never stopped innovating,” said Ethel Rubinstein, owner/CEO of LVLY. “We are proud to continue our 40-year tradition of creating quality content while empowering our clients to do more, say more and make things like never before.”
In addition to the rebrand, LVLY has formed LVLYHOOD, a modern production partner under the LVLY banner. Focusing on the live-action space, the company will draw from a diverse roster of independent talent to create exceptional content inspired by art and story.
The team guiding the evolution of LVLY consists of Mascarenhas, Rubinstein, EVPs Cara Cutrone and Wendy Brovetto. Brovetto and Cutrone will continue to oversee the day to day management of the companies with Brovetto leading editorial and LVLYHOOD, and Cutrone leading design and visual effects as well as continuing to oversee Decibel, the sound studio launched last year.