New Name, Same Mission


LCI (formerly LC Industries), the largest employer of Americans who are blind or visually impaired, approached BAERING to help achieve the company’s business objectives for recruitment and business growth. In this ongoing partnership, BAERING provides LCI with brand reputation and strategic communications expertise, with our first step being the development of a refreshed brand. BAERING developed a new visual identity for the company, who mainly employs members of visually impaired community. With this brand refresh, it was necessary to ensure that all employees felt connected to the brand, even if they couldn’t visualize it.

Through our branding and messaging development process, we created a new look and feel to match the company’s growth and competitive edge in the marketplace. Equipped with a new visual identity, our efforts are now focused on bringing the brand to life externally through advertising, media relations and community relations, and internally through employee communications initiatives, which include an enhanced company newsletter, executive and onboarding videos and surveys to gauge internal sentiment.

Key Services

  • Visual Identity
  • Brand Book Development
  • Brand Messaging Development
  • Website Design
  • Collateral Development
  • In-Office Signage Design
  • Internal Communications
  • Media Relations
  • Social Media
  • Photography
  • Videography