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Aleksey Glukhov

YYE Merger BX Services Suite

Truelio Announces Merger with Yye Software and Launch of BX Services Suite TM

By News

ATLANTA, GA., December 6, 2023 – Truelio, a premier brand experience agency specializing in branding, digital marketing and technology solutions, announced today it recently merged with Yye Software (Yye), a Georgia-based software application development company specializing in web, mobile and desktop technology solutions. Over the past decade, Yye has served as a strategic partner for Truelio providing custom mobile and web application expertise and support to its growing partner base.

“The merger of Yye Software and Truelio marks a groundbreaking partnership, seamlessly fusing Yye’s cutting-edge technology with Truelio’s rich brand experience and creative prowess,” said John Kauffman, Truelio’s CEO and president. “The integration of both companies unites two distinct and complementary cultures. Most importantly, it enhances our ability to deliver groundbreaking software solutions and unparalleled value to our current partners and prospective clients.”

“Our blending of talent marks a strategic alliance that promises innovation, expanded marketing and design capabilities and an even stronger commitment to providing cutting-edge solutions in the ever-evolving technology landscape,” added Bill Young, Yye’s Owner. “This merger exemplifies our dedication to growth, customer satisfaction and re-shaping the future of software development.”

In addition to the Yye merger, Truelio also announced the launch of its new BX Services Suite™.  The suite is designed to demonstrate the broad, integrated brand experience solutions the agency provides, by streamlining them into intuitive productized service offerings.

“As we’ve grown our capabilities, it was important we establish a brand architecture that not only supports our expansive and evolving offerings, but succinctly expresses the wide-ranging solutions we provide to our partners,” said Brian Fallers, Truelio’s Chief Brand Officer. “In today’s omni-channel marketplace, delivering an integrated brand experience is more important than ever. Our BX Services Suite was inspired by our partners and their need to have holistic solutions that support their entire brand experience.”

Patrick Blanchard, VP of Interactive Marketing & Business Development added, “Whether in need of a single service solution or a range of options, our suite addresses the entire brand and marketing ecosystem and how our team can support it through a broad brand experience lens. It also provides us a clear direction as we strategize future product development and remain responsive to our evolving partner needs.”

Today’s announcements follow a monumental year for the agency. Truelio has greatly expanded its account services, digital marketing and technology teams and is in the process of augmenting its brand management and in-house creative departments. This year, the agency has experienced a 24% increase in employee growth and a 15% increase in revenue over 2022.  It was also recognized as a Great Place To Work-Certified™ company. Additional information on Truelio’s BX Services Suite is available at To learn more about the company’s experience, capabilities and comprehensive branding, digital marketing and technology solutions, visit

Truelio Media Contact
Randy Dawson, Chief Marketing Officer
Tel: 770.407.6300

About Truelio 

Truelio is a premier full-service brand experience agency specializing in branding, digital marketing and technology solutions. Based in Atlanta, GA, with a growing footprint across the U.S., we are a collective group of creative strategists, brand specialists and digital experts. For over two decades, our partnership-based culture and strategic services have helped many of the world’s leading brands deliver extraordinary experiences that inspire growth and make a difference in the lives of their employees and customers. Visit to learn more about our experience, expertise and broad range of marketing and technology solutions.

The Influence of Behavioral Science on Brand Identity Design

By Insights

Brian Fallers

Chief Brand Officer

Alex Glukhov

Creative Director

4 Simple Principles to Use in Your Branding Efforts

Imagine you’re at the grocery store, rushing to buy everything you need for tomorrow’s dinner. Navigating the aisles, you instinctively reach for many of the products without much thought or deliberation.

While price is certainly a factor in some instances, it’s proven that consumers rely on their emotions much more than practical information. Today’s marketplace is filled with endless product and service options — and branding is more important than ever. We (irrationally) spend more for branded products versus much less expensive generic options, even during economically challenging times. And it’s not by happenstance. For decades, behavioral science has revolutionized brand and consumer marketing.

Four Simple Behavioral Science Principles to Use in Your Branding Efforts

Humans Are Emotionally Connected

At the heart of our brand reasoning are two traits that are inherent in all of us—humans love stories and are emotionally drawn to characters (people). Research tells us that consumers perceive the same type of personality characteristics in brands as they do in other people. We humanize products. This emotional and often irrational behavior trait leads people to be more attracted to some personality types than others. It’s the reason why you reach for Campbell’s, Amy’s Kitchen or Progresso soup versus any of the other readily available generic alternatives. Product branding comes in the form of a logo, image and color palette with each supporting a narrative that connects more with our hearts rather than our minds. Whether on a large billboard or a soup label, it’s important that your brand experience conveys your story and emotionally connects with your target consumer.

Keep It Simple: More Visuals, Fewer Words

When it comes to branding and evoking emotion, dense copy is your enemy. Less work for your audience means greater engagement. Visuals can stimulate positive emotions and allow for more immediate processing. This means craftily controlling color and incorporating icons to support your messaging more efficiently. By making the messaging and design as simple as possible, you empower the consumer to establish an immediate emotional connection and focus on what’s most important. In short, simplifying your brand identity will simplify the customer experience—and consumers like simplicity.

Shapes and Colors Matter

Have you ever noticed the impact of shape and color? Brain research shows that a brand’s use of shapes can subconsciously affect how it is perceived. Curves are typically seen as more inviting, while sharp edges and angles symbolize power (and potentially create aversion). Meanwhile, the power of color can’t be understated. A research study from Xerox and Loyola College found that seeing a logo in color made it 39% more memorable than viewing the same logo in black and white. We also know that adding color to your blog posts, product guides, print collateral and other brand materials can increase brand recognition by 80% (Reboot, 2018).

Our Brains Enjoy Simple Challenges

As humans, we like to be challenged. Research on problem solving tells us that we get emotional rewards in the form of dopamine boosts when we solve problems. This can best be seen in logo design incorporating negative space and layered symbolism. The world’s most renowned logos contain much more than initially meets the eye. They tell a story on their own and challenge the consumer to mentally fill in a few simple gaps. Most importantly, they capture the imagination and become forever entrenched in the mind of your audience. In FedEx’s logo, the negative space between the “E” and “X” form an arrow. Amazon’s smiling arrow subtly notes the company has it all by connecting “a” to “z.” Last but not least, our Truelio logo contains a smile in the negative space between the “i” and the dot above. The “i” is designed to appear as a person, representing our people-first partnership approach. Click here to learn more about our brand story.

Truelio is Here to Help

No matter your brand vision, we understand that telling your story and capturing the hearts and minds of customers and prospects can be a daunting challenge. We’re here to help and would love to learn how we can inspire a brand experience that’s memorable, dynamic and authentically represents your culture and people.

Reach out

3 Key Uses Cases for Location-Based Digital Marketing – Part 2

By Insights

In part one of this location-based marketing series, we provided an overview of our partnership with GroundTruth and the advantages of using their technology to revamp marketing strategies. In this second installment of the series, we dive into some specific benefits that our location-based digital marketing solutions offer and explore a few business niches that have experienced those benefits.

Truelio GroundTruth Partnership logos

Dynamic Campaigns for Weather-Dependent Businesses

One added benefit that has positively impacted the campaigns we run with GroundTruth is their inclement weather bid strategy. This can be an effective way for car wash locations, sporting events, outdoor music festivals or even parks to adjust or even pause campaigns that are affected by weather events.

For instance, a global golf club manufacturer turned to us for help with its location-based marketing. In developing these campaigns, we needed to geo-target private and public golf clubs in North America to show advertising related to a specific product category to a contextually relevant audience. We found that we could achieve our strategy with a stunning visual static display and video content.

But what happens when it rains or is too cold for play? We would automate our bid strategy to increase our acceptable CPM (cost per thousand impressions) to display on mobile devices at the company’s locations or retail locations that sell the golf brand’s product line. This could include stores like the PGA Tour Superstore. We would then pause our campaigns at golf clubs affected by the weather event.

Helping Veterinary Care Practices Drive Increased Visits

Our team has also found great applications for GroundTruth location-based digital marketing within the veterinary care industry. We advertise online for a chain of veterinary clinics around the southeastern United States. The tools at play for these campaigns include Google Ads for direct response search campaigns, Google Display Network, the Meta Universe (including Facebook and Instagram advertising) and, of course, GroundTruth.

Using these tools, we show ads that communicate the value of the practice between the referenced platforms. We also track conversions using Google Tag Manager event tracking. Next, we push those conversion click activity events, such as click-to-call and click-to-navigate; then we reserve your spot in Google Analytics, which is the bible of our campaign reporting. GroundTruth can also report the store visit metrics because an impression on a mobile device resulted in the targeted customer visiting an actual veterinary clinic location. That’s super cool, right?

Urgent Vet Truelio Ad work

Boosting Sales for Building Products

We use the same approach discussed above for the sale of building products. We provide website development, SEO, and paid media services for several large exterior cladding building product manufacturers.

While one might think that stone veneer or brick is not the sexiest product category in the world, we absolutely love it! Our team has worked to modernize the approach to paid media advertising for building product brands. In the process, we use the same combination of Google, Meta and GroundTruth. At the same time, we display stunning visuals and track in-store conversions in dealer and distributor locations across North America and Canada.

Eldorado Stone, Cultured Stone Truelio Ad Work

Get the Results You Want with Killer Solutions

Location-based digital marketing is constantly evolving. The technologies that power this amazing tool for digital marketers are becoming more robust and effective. Our job as marketers is to use the tool as intended while finding new ways to leverage the technology for our clients.

We constantly dig deep into our creative capabilities to apply stunning aesthetics, competitive offers and strategic solutions to the problems experienced by our clients’ customers. We strive to attract, persuade and convert new business every day. GroundTruth is a big part of this mission. We are thankful for the partnership we share with them as they help us get real results for our clients. Truelio, together with GroundTruth, can develop a customized location-based digital marketing solution that’s right for you.

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Opt Outside with REI

By Insights

Why REI® Decided to Close Every Black Friday – And Its Possible Impact

Since 2015, REI has remained closed on Black Friday as part of their Opt Outside movement. Initially developed as a stand against American consumerism of Black Friday, the messaging around #OptOutside was inclusive of everyone (customers and employees) who would benefit from not being able to shop at REI stores (and spending time outdoors instead). Last month, the specialty outdoor retailer announced the anti-Black Friday movement would be a permanent fixture confirming something quite remarkable: for this Black Friday and every Black Friday thereafter, REI will forgo sales at all locations and instead pay its more than 16,000 employees to enjoy time outside.

REI Is Staying Closed This Black Friday — And So Are We!

Eric Artz, the company’s President and CEO summarized their stance quite nicely stating, “Opt Outside has always been about prioritizing the experience of our employees — choosing the benefits of time outside over a day of consumption and sales. When we first introduced this movement, it was considered revolutionary for a retail brand, but we felt it was the right thing to do for our members and employees. Making Opt Outside an annual observance will serve as a yearly reminder of this commitment to doing the right thing for the co-op community.”

How the Decision Supports Their Employee-Centric Culture and Mission

REI’s decision to permanently close its doors on Black Friday is a huge win for its employees and culture. While other retailers obsess over making more sales and devote less on culture, REI chose to invest in its very brand principals and use their Opt Outside movement as an opportunity to reinforce their corporate purpose.  Since its inception, the company has been encouraging people to get outside and enjoy nature for years. So, what better way to do that than by closing their doors on the biggest shopping day of the year? By paying their employees to enjoy the outdoors rather than working the day following Thanksgiving, they simultaneously demonstrate employee-centricity while whole-heartedly embracing their ethos. REI also continues to invest in the infrastructure that makes outdoor life possible for both employees and customers – and the results have been extraordinary. Since the Opt-Outside policy was launched seven years ago, REI has grown to 16,000 employees and 21.5 million members. Most importantly, the movement continues to send a powerful message about the importance of culture and remaining attentive to how your corporate purpose intersects with your most important asset – your people.

The Customer Impact

The multi-million dollar question is what impact will REI’s decision to permanently close on Black Friday have on customer loyalty? Some predict it will only make the company more appealing to its customers, as the decision aligns perfectly with the growing distaste many consumers have for the day’s annual shopping craze – all the while passionately reinforcing its very purpose.  REI hopes its stance will inspire customers and other companies to rethink Black Friday and perhaps embrace a strategy with a more seasonal spirit. Others are concerned that it will make REI seem a soft target since other retailers will remain open for business. That being said, the company’s website remains open for business. With Black Friday becoming increasingly an online shopping event, REI’s move to close its physical stores is more a stamp of approval of online retail than an indictment of the day itself. REI shoppers can continue placing online orders that will immediately process the following day and honor traditional Black Friday savings.  In the end, what REI will potentially lose in the day’s sales will likely be exceeded in brand goodwill and gaining further brand loyalty among its greatest customers.

Truelio Applauds REI’s Decision

As a brand experience, digital marketing and technology agency, we keenly understand the importance of culture and the critical role it plays in gaining employee and customer loyalty. Great cultures attract great talent, which in turn inspire better creativity and incredible partner relationships. You may have noticed that we recently adopted “Where Passion Meets Purpose” as our brand mantra. Similar to REI’s Opt Outside, it’s a constant reminder of remaining true to our culture and our purpose. Too often, company’s lose sight of their values and mission. REI’s stance is a valuable reminder that great things happen when you remain authentic to who you are and what you stand for.

As with every Black Friday, Truelio’s offices will be closed so our colleagues can enjoy the time with their families – and to escape to the great outdoors.

#ThatsSoTruelio #OptOutside

Brian Fallers

Brian Fallers
Chief Brand Officer

Patrick Blanchard

Patrick Blanchard
VP, Interactive Marketing

Randy Dawson

Randy Dawson
Chief Marketing Officer