The Additive Agency ✳︎

The Additive Agency provides a full suite of brand strategy, messaging, and identity services tailored to organizations seeking to create meaningful impact. With a team of experienced strategists, designers, and content creators, the agency helps clients clarify their brand positioning, amplify their visual and verbal identities, and activate their brands through strategic campaigns and stakeholder engagement. Additive’s ability to blend rigorous research with creative execution has made it a trusted partner for organizations navigating complex branding challenges. The agency’s long-standing relationships with prominent universities, health systems, and nonprofits speak to its effectiveness in delivering brand solutions that drive engagement and inspire action.

After running the agency independently for 10 years, founder Hayley Berlent sought a transition that would allow her to spend more time with her family while ensuring the agency continued to thrive under a structured leadership team. While she had built a successful business, she recognized the need for stronger operational support and a leadership team to share the responsibilities of running and growing the agency. Selling the business was an opportunity to step into a role with more balance while ensuring the agency had the resources to scale effectively.

The ideal acquisition partner needed to provide the infrastructure and leadership support required to take The Additive Agency to its next stage of growth. The agency had established a strong reputation in the nonprofit, healthcare, and education sectors, making it critical to find a firm that aligned with these core competencies. The seller sought a buyer that could provide expanded operational efficiencies, sales support, and back-end infrastructure while maintaining Additive’s commitment to high-quality branding work. A cultural and mission-driven fit was equally important to ensure that the agency’s values and approach remained intact post-acquisition.

To position The Additive Agency as an attractive acquisition target, Merge highlighted the agency’s strengths: a prestigious client base, a highly skilled team, and a strong track record of success in brand strategy and visual identity development. The agency’s hub-and-spoke operational model, which combined in-house expertise with a network of specialized contractors, allowed it to maintain profitability while delivering high-impact work. With a strong inbound business pipeline, well-established client relationships, and a track record of scalable project execution, Additive was primed for integration with a strategic buyer.

Merge positioned The Additive Agency as an expert-led consultancy with deep experience working with complex, mission-driven organizations. By showcasing its impressive client tenure, highly systematized business development process, and ability to deliver exceptional branding work, Merge attracted several strategic buyers. Cyberwoven emerged as the best-aligned partner, recognizing the value of Additive’s enterprise client roster, expertise in brand development, and strong cultural alignment.

Cyberwoven saw the acquisition as a strategic opportunity to expand its geographic presence and strengthen its foothold in key markets. The Additive Agency’s track record of working with enterprise clients provided Cyberwoven with a direct pathway to larger, sophisticated accounts. By integrating Additive, Cyberwoven could enhance its service offerings while unlocking new business opportunities at scale. Beyond the strategic benefits, both firms shared a common ethos of doing good and fostering a healthy work-life balance for their teams, making the partnership feel like a natural next step.

The acquisition of The Additive Agency has allowed Cyberwoven to expand its branding and strategy capabilities while gaining access to a seasoned team with a proven track record in enterprise branding. The integration has brought immediate opportunities to serve larger nonprofit, healthcare, and university clients while strengthening Cyberwoven’s national presence. The seller has taken on a leadership role within the combined firm, ensuring continuity and maintaining the quality of Additive’s client relationships. With additional operational support, the team is now better positioned to scale, pursue new opportunities, and expand its impact in the industry.

Merge played a pivotal role in facilitating the acquisition of The Additive Agency, ensuring a smooth and strategic transition for both parties. By identifying the right buyer with aligned values, culture, and service offerings, Merge helped create a partnership that benefits both teams. Through careful deal structuring, positioning, and negotiation, Merge ensured that The Additive Agency found a new home where it could scale successfully while maintaining its core expertise in branding and mission-driven work. The transaction highlights Merge’s ability to connect niche agencies with the perfect buyers, creating long-term value and sustainable growth.