Founded in 1997 by George Argyros, Jim Pietruszynski and Adam Ferguson, Soulsight is a creative and branding agency based in Chicago that tackles any given project with a holistic approach by combining brand soul with brand sight.

“Brand Soul is our highly collaborative, multi-dimensional and proven process for strategy, research and concept development,” says Laura DeGroot, creative strategy director. “It enables us to really dig deeper to uncover the true nature of the relationship between brand and consumers. This then leads to Brand Sight which turns a discovery into insights and strategy into innovation for the branding and packaging.”

For the last 21 years, this methodology of identifying the emotional connection to the brand’s consumers and utilizing it as the focal point for the brand story has not only led them to work with global clients like Frito Lay, Quaker and PepsiCo, but also served as the inspiration behind the new research space Soul-Lab.