About Binary Glyph—Steve Ice, principal of the Toledo, Ohio brand and marketing practice, founded 2001
Technically, we’re creative.
The record
Origin
Twenty-five years of building brands and the marketing systems that carry them, for established businesses that want one practice responsible for the whole. The tools have changed many times. The work has not.
The practice has done business as Binary Glyph Media, LLC since 2008.
The principal
Binary Glyph is led by Steve Ice, its founder and principal.
My background is not in marketing. I came to this work through anthropology, archaeology, and linguistics—fields that train you to watch how people actually behave, what they actually believe, and how meaning gets made and carried. Marketing turned out to be those questions with a deadline, practiced on behalf of businesses.
The work predates the software. In the nineties, when a job called for a sign, I drew it, lettered it, and set it in the ground myself. The digital turn came late in that decade, driven by the need to establish a brand, and by 2001, when the practice was founded, I was building brands and supporting the digital presence of telecom conglomerates and private consultants.
The tools kept changing and I kept learning them, because I never trusted a handoff. The campaigns I wrote needed systems that could catch what they started, so I learned to build the systems too. Twenty-five years later, that is still the shape of the work: the strategy, the words, the design, and the machinery underneath, kept in one hand.
What the years bought is judgment. What compounds and what doesn’t. What requires technical foundation and what requires creative conviction. What clients actually need against what they say they want. The practice is the form that judgment takes.
— Steve Ice, Principal
What the practice believes
A business can hire good people for every part of its marketing and still end up with something nobody believes, because holding the parts together is the one job nobody is ever hired to do. Binary Glyph exists to be hired for exactly that job—and to stay responsible for it after the work ships. The full argument is the practice’s twenty-fifth-anniversary essay, The Same Hand.
Today
Binary Glyph is a brand and marketing practice in Toledo, Ohio, and serves clients across the region and beyond, including as a fractional CMO for businesses that need the senior seat itself. Its home ground is professional services—advisory, insurance, and financial firms—and how marketing works there is set out in digital marketing for professional services firms. The practice publishes its own thinking the way it tells those firms to; the method is in content marketing for professional services firms.
Brand systems, websites, email campaigns, and the infrastructure that runs them are delivered by the principal and a small team of trusted collaborators.
Engagements are limited by design. We take on a small number of clients at a time so that each one receives the full attention of the practice rather than a fraction of it.
Begin a conversation
If Binary Glyph is the kind of practice your business needs, let’s talk.