Our Thinking

What is the meaning of you?

Identity Positioning is the exercise of assessing your brand in relation to the marketing communications that you submit to your consumers. It is up to us to ensure that all strategy and design work (whether utilizing an existing identity or creating a new one) fits within the business objectives of your brand.

What is your brand?

It is everything your consumers experience regarding YOU. We marry our deep knowledge and strength in consumer behavior with up-to-date and innovative marketing strategy, design, technical execution and research to carry our clients communications through the full life-cycle of consumer interaction. From initial contact to loyal customer, we work with you to reach your target audience and grow your business-integrating marketing, strategy, technology and visually appealing design, all of which impact the consumer communications market. We become an expansion of your Marketing Department to help you achieve your goals and objectives through planning and execution.

You only get one chance to make a first impression

We understand this, and being "fully integrated" allows us to be organized and timely. Being a one-stop-shop for all marketing, marketing communications, advertising, design, web/interactive and sales services lets us put our best foot forward on every project. Our scope of services includes various levels of marketing strategy and brand positioning, including; corporation, division, product, promotion, program and event.

Who is symbolic?

Symbolic is a full-service marketing communications and advertising agency that specializes in integrating strategic marketing /business objectives into brand, print and web initiatives. We have found our niche primarily as a complete outsourced marketing support department for a variety of corporations and institutions. Symbolic is a vibrant, growing company with a stable roster of more than 10 retainer accounts and another 12-24 consistent project accounts. By continuing to offer a distinct mix of marketing, design, sales, and technological knowledge to our clients, we look forward to continued growth and success.

Knowledge, experience and passion matter

Symbolic, Inc. was founded in 1999 and incorporated in 2000 with one simple premise - be a quality agency, offer a great product to our customers, provide innovative thinking and build affordable and ethical billing practices.

More than 14 years later, Symbolic has helped companies from The Fortune 500 to small start-ups achieve their goals. We have launched over 100 new brands, managed thousands of products, produced hundreds of thousands of customer touches and provided the interface for millions of website visitors.

Our knowledge is deep and our experiences are vast, yet our passion is greatest. We love what we do, and we apply that passion to each client and each project that we undertake.


Design Strategy

  • Brand Positioning & Management
  • Identity Design Development
  • Marketing Communications Planning
  • Secondary Research & Analysis
  • Continuity Management (Facility, Mascot, Uniform, etc.)
  • Business Collateral Design
  • Media Guides, Programs, Annual Report Design
  • Integrated Project & Production Management
  • Catalog Design & Production Management
  • Promotional Mailings & Emailings

Web & Interactive Strategy

  • Interactive Strategy Development & Management
  • Website Design
  • Rapid Prototyping & Web Interface Development
  • Studio & Location Photography
  • Videography & Presentation Development & Coordination
  • 3D Imaging Design

Account Strategy

  • Print, Radio & TV Concepting, Design & Production
  • Advertising Scheduling & Insertion
  • Trade Show & Event Planning, Development & Support
  • Sweepstakes / Contest Management
  • Sales Material Support
  • Sales Force Education Material Development
  • Sponsorship Creation, Management & Benefit Fulfillment
  • Fundraising & Donor Relations
  • Product Offering Management & Identification
  • Cross-Promotion & Licensed Partner Identification


Bond Financial Network

Dental Solutions

Dowling College

Finger Lakes Technologies Group

Georgetown University

Iona College

Matt Light / Light Foundation

Nazareth College

North Eastern Athletic Conference


Purple Briefcase

R.E. kelley, inc.


Softpro Corporation

Tornado Personal Defense Systems, Inc.

Victor-Farmington Ambulance

Virtual Rx Solutions



President - Founding Partner

Rob is a specialist in marketing strategy and consumer behavior. He works with Symbolic's clients to help set goals and objectives, and then effectively coordinates the implementation of all the communications strategies. As the primary sales and account management lead, Rob drives all strategic initiatives for Symbolic's entire client roster, including brand focus, sales targeting, customer profiling, communications planning and market implementation.

Before founding Symbolic, Rob served as Marketing Communications Manager for Xerox and Account Manager with a local advertising agency. He also helped in the University at Buffalo's transition to a Division I-A athletic program as an Event Manager and Marketing Assistant.

Rob is as heavily involved with the community as he is with Symbolic. He has been an adjunct professor at Nazareth College and a guest lecturer at Niagara University. For the past fourteen years, Rob has also volunteered his efforts as a head volleyball coach for both Volley FX and the Empire State Games. Rob was honored as one of Rochester Business Journal's Forty Under 40 in 2013 for his "professional success and civic contributions" and was also a recipient of WEVA's Outstanding Service Award in 2005.

Rob holds a Bachelor of Science degree in Political Science and an MBA in Marketing, with focus on Consumer Behavior and Research, both from the University at Buffalo.

Director of Interactive / Web

Matt is Symbolic's technology specialist. An specialist in interactive development and interface design, he creates sophisticated solutions for clients who want to take advantage of all that new technologies have to offer. Matt develops dynamic web solutions and Internet prototypes that integrate seamlessly into our clients' existing workflow. If desired, he can also build a completely new structure for them. Matt assesses our clients' technology needs, chooses the appropriate path of design and executes the solution that makes the most sense.

Before founding Symbolic, Matt was a Digital Imaging Systems Specialist at Xerox. As a member of the company's research development and engineering team, he helped create new applications and technology for imaging systems used around the world.

Matt holds a Bachelor's degree in Fine Arts from the Rochester Institute of Technology.

Creative Director

Paul is Symbolic's creative core, specializing in the creation of effective identities and brands for clients and setting the course for all creative activities. His ability to create brand identity marks that marry brand essence with visually appealing design is the focal point of Symbolic's identity-positioning platform.

Prior to joining Symbolic, Paul served as Art Director for both Moore Stickney and Associates and Wolf Group developing national campaigns for clients. His prior experiences allowed him to work with a diverse group of clientele, developing a wide range of branding and advertising solutions.

Paul holds a Bachelor of Arts degree in Communications from the University at Buffalo and a Bachelor of Science degree in Graphic Design from Buffalo State College.

Business Operations

Candi allows Symbolic clients to make the most of their advertising and marketing budget. As a Certified Public Accountant, she uses her knowledge and expertise to work closely with clients and their account teams in order to maximize financial resources and help find areas where they may have room to improve.

Prior to joining Symbolic, Candi worked as Senior Accountant at national accounting firm KPMG where she was responsible for auditing both national and international manufacturers, universities, health care and financial services companies.

Candi holds an MBA in Accounting and a Bachelor's degree in Finance from the University at Buffalo.

Account Coordinator

Carissa is heavily involved with client media management, including advertising buys, placements and tracking. She works to understand client markets to help implement valuable advertising plans. In addition to her media management work, Carissa serves as one of Symbolic's lead copywriters and proofreaders.

Prior to joining the Symbolic team, Carissa was a distinguished collegiate swimmer and nine-time All-American for Nazareth College's team. In 2013, she placed second at the NCAA meet and earned the title of Paychex Female College Athlete of the Year.

Carissa graduated Summa Cum Laude from Nazareth College in 2013 and holds a Bachelor of Arts degree in Communication.

Web / Interactive Developer

Chris focuses on building, maintaining and designing all web and web-related marketing materials for Symbolic clients, including HTML, PHP, ASP, Flash, JavaScript and image design. He strives to translate technology into a visual language that our clients value.

Prior to joining Symbolic, Chris served as a Probation Officer at the Madison County Detention Home, observing nearly 40 juveniles in the facility.

Chris holds a Bachelor of Science degree in Sociology from Southern Illinois University at Edwardsville.

Print Production / Office Manager

As Symbolic's Production Manager, Deeann controls all produced materials that exit the agency. In addition to printing responsibilities, she controls Symbolic's administrative operations and ensures that all communications with clients are enjoyable experiences. Deeann's expertise in office management is what allows Symbolic to operate as smoothly as possible.

Before joining Symbolic, Deeann served as a Flooring Specialist and Office Manager for a Rochester area sales and installation company, overseeing day-to-day relations between customers, manufacturers, inspectors and installers.

Deeann attended the Rochester Institute of Technology and studied Imaging Arts and Sciences.

Graphic Designer

As Symbolic's premiere Graphic Designer, Jake is involved with a wide variety of production tasks. He focuses largely on developing interactive web designs, creating product and promotional videos and providing support to the rest of the creative and web teams.

Prior to starting at Symbolic, Jake worked as a Senior Graphic Designer for Devara. He generated material for all of the promotional campaigns there including e-blasts, website design, catalogs and print advertisements.

Jake is a self taught Graphic Designer with a passion for photography. He was awarded first place in Advertising Design at a Skills USA Regional competition in 2009.

Art Director

Lily creates and oversees the concept creation and implementation of marketing ideas for a variety of campaigns. She works closely with our Creative Director to execute these new concepts and visions for Symbolic clients.

Before joining Symbolic, Lily gained valuable experience working as a Print Technician at RIT's Digital Publishing Center, Lab Assistant at RIT's School of Print Media Labs and a Teaching Assistant for RIT Elements: Fine Art Photography with Christine Shank.

Lily graduated in 2013 from the Rochester Institute of Technology earning a Bachelor of Fine Arts degree in Visual Media, focusing in Photography and Graphic Design.

Account Executive

Meredith is the account lead for a wide variety of Symbolic clients ranging from not-for-profits to community and corporate organizations. She works directly with the clients to understand their needs and communicates them to the rest of the Symbolic team to develop optimum solutions.

Prior to joining Symbolic, Meredith served as an integral member of the Audit department at The Bonadio Group in Rochester, where she worked with an audit team to perform audits, reviews and compilations for primarily not-for-profit clients.

Meredith earned a Masters degree in Accounting, Bachelors degrees in Accounting and in Management, and a minor in Marketing from Nazareth College.

Senior Art Director

Nance is responsible for developing our clients' brand identities visually. She heads this process from conceptual drawings to the printed materials. Nance has worked on corporate identity, branding, sports media and promotion, and not-for-profit client cases.

Before joining Symbolic, Nance worked as a Graphic Designer for Ninety Degrees Art Services. There she was responsible for creating concepts and designs for clients such as Wegmans Food Markets, BrandOrchard and the Rochester Chamber of Commerce.

Nance holds a Bachelor of Fine Arts degree from the Rochester Institute of Technology.

Interactive Communications Director

Vin is Symbolic's leader of technology interpretation. He focuses on raising the bar for new technology solutions by building strategies for future development of projects and assessing new technologies. Vin's knowledge of implementation and use of these processes allow him to successfully develop applications and manage servers.

Prior to joining Symbolic, Vin served as a WebSphere Solutions Specialist, where he developed interfaces to multi-tier enterprise applications, prototyped new software solutions and implemented performance testing to develop unique solutions to common problems.

Vin received a Bachelor of Science degree in Communications from the State University of New York at Fredonia.

We Make You Look Good.

what is the meaning of


what is your


you only get



to make a first impression.

who is


Knowledge, experience and passion





01 - Sturm, Ruger & Co., Inc.

  • Bond Financial Network
  • Dental Solutions
  • Dowling College
  • Finger Lakes
    Technologies Group
  • Georgetown University
  • Iona College
  • Matt Light /
    Light Foundation
  • Nazareth College
  • North Eastern
    Athletic Conference
  • Paychex
  • Purple Briefcase
  • R.E. kelley, inc.
  • Ruger
  • Softpro Corporation
  • Tornado Personal
    Defense Systems, Inc.
  • Victor-Farmington
  • Virtual Rx Solutions
  • Volleyfx





email us at:








email us at: