Clockwork is currently located in the old Rayvic Service Station.

Just Clockwork

Minneapolis digital media agency rebrands with shorter name

By Kevyn Burger
Tuesday, June 21, 2016

Motorists who have driven down East Hennepin Avenue in the recent days have noticed a change in the signage on the distinctive yellow and white building that has long been a landmark in the Como neighborhood.

A sign painter has painted over the name on the historic stucco building to make way for a new, shorter version. The “Clockwork Active Media Systems” label is shrinking to the simpler “Clockwork,” reflecting a revised company name for the 14-year-old Minneapolis agency.

“That name no longer reflected who we are or the work we do,” says agency cofounder and CEO Nancy Lyons. “As digital has evolved, ‘active media systems’ doesn't mean what it did when we started.”

Clockwork, which expects to clock $10 million in revenues this year, is an interactive design and technology agency that offers its business clients services related to digital strategy, design, technology and content.

For 75 years, the building that the agency presently inhabits was the Rayvic Service Station, which began caring for automobiles for the neighborhood in the midst of the Great Depression. The former filling station was the third home for the Clockwork agency, which had 35 employees when it moved into the renovated space in 2009.

Today, the privately held agency has 71 employees on its payroll and is still growing.

In addition to the original 10,000 square feet, Clockwork added a 12,000 square foot annex earlier this year to accommodate its growth spurt to a larger team.

When the agency began its work, it was unable to land the Clockwork domain name, but with what Lyons termed “a significant investment,” the company has been able to get both the domain and the trademark for the streamlined moniker.

“We wanted the name for years, and it will make a difference; there’s credibility that comes with owning that URL on its own. The dot com means something in our business,” Lyons said.

Minnesota Business recently named Clockwork as one of the 100 Best Midsize Companies to Work For. The 2016 recognition was the agency’s fifth time to make the list of outstanding workplaces.

On Thursday, June 23, the company is celebrating its rebranding with an after work party for employees and clients. It will begin at 5 pm, just like clockwork.