Minneapolis-based Riley Hayes has acquired branding agency Triage Co., founded by Target Corp. alum Jason Langer. The move adds a hefty layer of conceptual brand development and retail strategy to an already robust list of capabilities.

Founded in 2016, Triage Co. is a brand consultancy built for early stage ventures, private equity turnarounds and major label rebrands. It will now reside within the walls of RH.

“This partnership gives Riley Hayes a strong strategic shot in the arm, opening us up to an entirely new stream of business,” said Tom Hayes, Founder and President of Riley Hayes. “Jason will take over the creative helm at Riley Hayes as VP Executive Creative Director.”

An uncommon mix of business savvy and design expertise, Langer believes the primary function of marketing is to solve complex business problems with smart, strategically led creative solutions.

“If we’re not driving bottom-line growth and profitability for our clients, we’re not doing our jobs,” Langer said. “I was drawn to Riley Hayes because of their client-centric focus. Many agencies claim this as a core value, but all too often their work tells a different story. Riley Hayes means it. Their collaborative approach to problem solving is unlike any agency I’ve encountered.”

During his long and fruitful career at Target, Langer co-founded Target Creative, the branding powerhouse that elevated the retailer to the top 5 most recognizable and cherished brands in the world. He oversaw the Target master brand, unifying the enterprise around a shared creative vision. He intends to help Riley Hayes do the same with its growing roster of ambitious clients.

Riley Hayes has been quietly amassing an arsenal of new leadership talent, including Tony Ticknor, former tech guru of The Nerdery, Nicole Pomerleau, media director of Target’s Group M, and Dan Hoedeman, account director of Carmichael Lynch and Fallon.

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