Innovation and Testing Support Buy for Soulsight

Chicago company Soulsight has acquired fellow branding agency Freshmade, a specialist in CPG food brands. Soulsight says it intends to use Freshmade's in-house photography studio and video capabilities to enhance its creative concept development and consumer testing offer.

Soulsight is owned by Bruin Capital, also the parent of consumer data analytics, sports marketing and technology practice Two Circles, acquired from WPP in 2019. Using Freshmade's Deerfield Beach, Florida-based photo studio and commercial kitchen, photographers and food and beverage stylists, Soulsight clients can now experiment with bespoke photography for early rounds of creative concepts as well as consumer testing. Video capabilities include storyboarding, animation and stop-motion modelling.

Freshmade will operate as a division of Soulsight, with CEO David Edmundson reporting to Soulsight CEO Jim Pietruszynski (pictured), who comments: 'We're excited to bring Freshmade on board as a division of Soulsight. Their work in fresh food, emerging, and e-comm brands complement our experience with Fortune 100 food and beverage clients while their distinct capabilities bolster our ability to connect with consumers and build emotive brands that move'.

Web site: www.soulsight.com .