Grand Rapids-based Highland Group acquired Ann Arbor-based Brandworks Detroit in a deal that was finalized on July 30, 2024, marking Highland Group’s first acquisition.
Highland Group will remain in Grand Rapids and Brandworks Detroit, renamed Brandworks Detroit Powered by Highland Group, will remain in Ann Arbor. New office space in Ann Arbor is a consideration for Brandworks, and Highland Group aims to increase its employee base over the next few years.
Founded in 2001, Highland Group is a marketing firm that offers branding, digital experiences, sales and product communications to a variety of privately held and global companies – including the Grand Rapids Chamber of Commerce, Applied Innovation and Steelcase. Its clients range from education and corporate services to industrial and manufacturing.
Brandworks Detroit was founded in 2009 and primarily serves insurance and manufacturing clients in the Metro Detroit and Ann Arbor area.
“I think we are very similar in customer base and have service offerings that dovetail into each other. Highland Group has stronger digital capabilities than Brandworks, so we could help their clients grow with these expanded capabilities. Our strong fit, coupled with the ability to offer enhanced capability to Brandworks clients, was the premise for our acquisition,” said Highland Group owner and CEO Scott Crowley.
“We appreciate Warner Norcross + Judd for their sound guidance and experience in acquisition transactions. They made the process straightforward with clear communication, sharp judgment and strong collaboration. I felt confident moving forward with Warner on our team,” said Crowley.
Warner transaction lead and Partner Corinne Curtis shared, “It was a pleasure to work with Scott to help Highland Group expand its footprint and enhance the services available to Brandworks clients while allowing the seller, Jay Kargula, to retire knowing the business he built is in good hands and poised for continued growth under the Highland Group leadership team. It’s an honor to serve as Highland’s advisor and be part of its growth.”
Warner served as legal counsel to Highland Group, representing the company in the negotiation and documentation of the transaction. The Warner transaction team was led by Corinne Curtis and included Sarah Harper.
Warner’s Mergers and Acquisitions (M&A) Practice Group
As part of one of the largest and most successful law firms in Michigan, Warner’s M&A Practice Group draws upon more than 90 years of experience to successfully and efficiently handle a wide range of M&A transactions for both private and publicly traded businesses, including mergers, acquisitions, divestitures, joint ventures and strategic business combinations of all types.
