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Symphonize Acquires NewFoundry, Expanding Service Offerings and Global Presence

Symphonize, a leading software services provider, has completed the acquisition of NewFoundry, an Ann Arbor, Michigan based company specializing in custom software development. The strategic move enhances Symphonize’s capabilities and global reach, offering clients a comprehensive suite of services under a unified brand.

The acquisition brings several key benefits for the clients, including an expanded range of services and increased capacity to meet diverse business needs. Symphonize offers a holistic approach to serving clients, covering strategic consulting, discovery, design, implementation, and operational support. With this end-to-end service approach, Symphonize equips businesses with the tools to compete and grow.

By joining forces with NewFoundry, Symphonize has strengthened its global presence, leading to quicker project delivery and improved customer outcomes. The expanded network of offices and strategic partnerships enables Symphonize to assemble teams with local expertise and market knowledge, facilitating customized solutions tailored to clients’ unique requirements.

The acquisition of NewFoundry by Symphonize fosters an environment of knowledge sharing and innovation. Drawing from their experience across diverse industries, such as enterprise software, healthcare, and automotive, the united team is well-equipped to address complex challenges and explore new opportunities. It also enhances the collective ability to deliver trailblazing solutions and value to clients.

“We are thrilled to announce the acquisition of NewFoundry,” said Ashok Cherukuri, CEO of Symphonize. “This strategic move represents our commitment to providing exceptional value and support to our clients. With the expanded service offerings and enhanced global presence, we are confident in our ability to empower businesses and drive their growth.”

Symphonize’s acquisition of NewFoundry solidifies its position as a leading provider of end-to-end software solutions. The united entity invites clients to explore the expanded range of services and discover how the combined expertise can enhance their competitive edge and fuel business growth.

For more information, please visit or contact Emily Butler (please see contact information below). About Symphonize: Symphonize engineers leading-edge software solutions that help businesses compete and grow. With a commitment to delivering exceptional value, Symphonize combines strategic thinking, innovative design, and seamless execution to empower clients and enhance their competitive advantage. Symphonize is headquartered in Roseville, CA, with office locations across US and India.

Is Direct-to-Consumer (D2C) right for your B2B company?

Fear galvanizes change, and there’s nothing scarier than suddenly losing access to your customers. That’s why many B2B businesses are now adding D2C (Direct-to-Consumer) to their marketing strategy, serving customers directly online.
With a D2C business model, manufacturers get an opportunity to introduce omnichannel selling channels, enhance the buyer’s digital user experience, offer tailor-made products to the end customers, track online consumer behavior, and collect direct feedback.
The lines between B2B and B2C are blurring more and more by the day. The buyer expectations have been heavily influenced by B2C experiences, raising the bar for B2B companies. According to a McKinsey study in 2021, 90% of B2B buyers would turn to a competitor if a supplier’s digital channel couldn’t keep up with their needs. B2B customers now expect to be able to go online to find your complete range of products and the most detailed, valid information. The same study found that 81% of consumers expect more self-service options, while 40% of businesses think they have enough. Companies that focus on improving self-service by adding interactive experiences like visual product configuration will capture more leads and more market share.

As you evaluate your company’s approach to incorporating a D2C strategy into your overall marketing, realize that according to McKinsey, 80 percent of B2B companies are investing in their online channels to be as good or better than their offline ones. Our Smithy platform was developed to improve and streamline digital channels by bringing manufacturers catalogs to life with immersive visual product configuration. These self-service experiences create virtual brand experiences, drive more lead generation and grow revenues. Smithy also improves existing sales channels by enhancing face to face selling opportunities for reps, dealers, and distributors.

Photo by Yan Krukov

Leverage your investment in CAD files to build interest, sales and revenue.

B2B and B2C product companies have untapped revenue in their existing CAD files. are leveraging these files to generate interest for their products and develop leads by allowing access to them by buyers on their websites.

By visualizing and sharing your CAD files, potential customers can include your components earlier in their design cycles.

Having a visual product configurator on your website is proven to keep customers on your site longer and is key to return visits. And by giving buyers the power to customize your product through adding accessories or other options and seeing them in real time, the average cost per order increases. Customers also feel more informed with the addition of dynamic pricing. As customers customize products, they see the price reflect these changes in real time, building trust while giving more control to the buyer. You can see dynamic pricing by interacting with this configurator experience.

Photo by Kumpan Electric on Unsplash

The top benefits of Product Customization for online buyers.

Competitive advantage over companies that don’t offer customization.

According to SmarterHQ, 80% of frequent shoppers only purchase from brands that offer customized experiences. So what better way to set yourself apart from the competition than to offer a visual product customization experience?

Better customer experience.

According to Gartner, a great customer experience highly increases the customers’ intent to purchase. By giving customers the opportunity to visually customize your products in real-time, and see the pricing change as they add or remove options, truly empowers them to control their buyers journey.

It builds customer loyalty and retention.

When brands hand greater control over to their customers, it builds affinity for these brands according to a recent Accenture study. Site data also shows that when customers take advantage of product customization experiences, they spend more time on the site and are much more likely to make return visits. Another aspect driving brand affinity, is the ability to share visuals of their product creations through social media. Buy including it on their platforms, and getting feedback from their friends and family, the intent to buy increases and the brand gets additional exposure.

Speed up the sales cycle.

The overall result of a product configurator experience is the acceleration of the buying process from awareness, to consideration to purchase. With the customer in charge of the customization, the order accuracy improves dramatically, lowering returns and increasing customer satisfaction. To learn more about how Smithy can accelerate your sales cycle or request a platform demo.

Photo by Brooke Lark on Unsplash


Make your customer a product designer.

Allowing your customers to customize products in real time gives them power.

A customizable experience, like a product configurator, invites customers to research in a new immersive way. Instead of salespeople spending loads of time with them, going over every detail and seeing every angel, they can do it themselves. It empowers them to be in charge of their own sales journey and sets your company apart from competitors that don’t offer this experience. Implementing a 2D or 3D product configurator enables your customer to experiment and visualize various features and components. They get to interact with the product, giving them a brand experience which increases confidence and trust. This give customers a hands on visual experience instead of reading infographics or ordering a catalog, transforming them from a passive visitor to an active product designer.

To learn more about our product configurator platform, click here.

Photo by Theme Photos on Unsplash


Top 3 things to keep in mind for better ecommerce experiences

1. Load speed wins

Waiting for a web page to load may not seem an obvious contributor to a poor experience, but slow loading pages physically restrain consumers from moving on to the next steps in the buying process. In fact, a 2022 study by Portent found the difference in conversion rates between blazing fast sites and slow sites is dramatic. A site that loads in 1 second has a conversion rate 5x higher than a site that loads in 10 seconds. The same study found that 40% of visitors will abandon a site after a 4 second delay, and for consumers using mobile devices, 76% said that slow load times was the biggest reason they abandoned ecommerce sites. So when adding immersive experiences, like videos or visual product configurators, choose your platforms wisely and go with one built for speed. Smithy is built for speed. Find out more here.


Full-service vs. DIY

Are you contemplating adding a visual product configurator experience to your website or other digital channels?

There are 3 approaches to consider: bespoke, off-the-shelf, and full-service platform (which falls in between bespoke and off-the-shelf).

Bespoke means building the platform from scratch. This is the closest guarantee that what will be built will meet your exact needs. However, this will take a great deal of time, effort, and expense. We can still go this route for you, but we do not find many instances where this is the best long-term solution to go with.


Buyer preferences have shifted heavily to digital channels

Over the past two years how much has your research, shopping, and buying moved online? 

According to a report from the United Nations Conference on Trade and Development, it’s a worldwide change. Global ecommerce has jumped to $26.7 trillion, with COVID-19 designated as a big contributor for this growth. The report estimates the value of global B2B ecommerce at 82% of this total, with B2C ecommerce sales making up the other 18%. 


21-Day Equity Challenge

United Way of Washtenaw County (UWWC) recently organized the 21-Day Equity Challenge to “help build our community’s awareness of the ways that bias, prejudice, and oppression show up in our work and lives.”

NewFoundry CEO and UWWC Board Chair Rich Chang recently sat down with WEMU’s David Fair to talk about what he learned as a result of the challenge and how he applies it in his work and life. Listen to the interview and learn more here.

‘Learner Profile’ Animated Model

Dexter Community Schools approached NewFoundry to help bring its Learner Profile to life with an engaging, animated web experience.

Inspired by the school system’s existing visual language and focused on the client’s desire to include an eye-catching animated element, our design team created a concept centered on a rotating wheel and included rolling waves as a divider to bring structure to the information on the page. Our engineering team brought the design to life with custom code for an interactive desktop version and a static mobile version.


Engineering Team Leaders AWS Certified

NewFoundry Chief Technical Officer and Chief Security Officer Chris Myers and NewFoundry Technical Lead Engineer Ryan Levin have each earned Solutions Architect – Associate certification from AWS.


A Day at MiCareerQuest

NewFoundry recently spent the day at MiCareerQuest chatting with area high school students about careers in mobile and web application engineering. READ MORE


NewFoundry’s Trellis product concept is a finalist in the Vital Seniors Community Innovation Competition and the Vital Seniors People’s Choice Award. Created by NewFoundry in partnership with NEW – Nonprofit Enterprise at Work, Trellis is a technology-based solution for enhancing quality of life for seniors while reducing workload and stress for caregivers and helping senior-serving organizations carry out their missions more efficiently.READ MORE

Finalist: Vital Seniors Innovation Competition

NewFoundry is pleased to announce that we have been named one of 10 finalists in the Vital Seniors Community Innovation Competition organized by the Glacier Hills Legacy Fund at the Ann Arbor Area Community Foundation. READ MORE

Our First Five Years

This fall, we observe the conclusion of our first five years of Forging Big Ideas, and during this reflection we look ahead to the next five. READ MORE

Saline Area Schools: Hornet Hub

The Foundation for Saline Area Schools launched its 2016-17 Strategic Grant, the Hornet Hub, in September. The Foundation conceived of the Hornet Hub as an open, collaborative, and innovative learning space located in the Saline High School commons. READ MORE

2015 Anvil Classic Gold Outing

2nd Annual Anvil Classic

Summer has officially arrived for the NewFoundry team with the successful completion of the 2nd Annual Anvil Classic. The scores were a bit shameful, and some of the swings downright terrifying, but there was definitely no shortage of laughter. And with all the new team members here we had about double the fun as last year. Kudos to the whole team for making it a great day.

The Return of Entre-SLAM

The popular business storytelling competition known as Entre-SLAM has returned for another season. Local entrepreneur Christa Chambers-Price started Entre-SLAM to provide a platform for enterprising Michigan business people to share their stories of innovation and impact. NewFoundry is a proud sponsor of Entre-SLAM 2015, kicking off at Mighty Good Coffee tonight at 7:00 pm. Learn more at

Lucid Video

Digital Roots

Digital Roots develops software solutions that enable brands to monitor and determine context, relevancy, and sentiment of conversations around their brand/s or products, in real-time.


Introducing SoundRocket

NewFoundry was selected to spearhead the rebranding of Survey Sciences Group, a leading social science research company based in Ann Arbor, Michigan. The full-circle engagement included an all-new positioning strategy, name development and visual identity design.


NewFoundry and Roush at SEMA

It involved a bunch of sleepless nights, but if you happened to be at the SEMA show in Vegas last week, you saw our app in the 2015 Roush Mustang. READ MORE

Michigan Marketing Minds

Michigan Marketing Minds

NewFoundry spearheaded the rebranding of Ann Arbor SPARK’s Marketing Roundtable event series. The monthly event forum and marketing best practices think-tank was looking to extend its presence outside of Washtenaw county and engage with the greater SE Michigan business community. NewFoundry crafted the positioning, naming, visual identity, website, and social media strategy for the volunteer-led group.

Go Skipstone™

NewFoundry has forged a new, breakthrough brand in the world of video technology.

Say hello to Skipstone.


Over the past year and a half, NewFoundry has been framing, fabricating and forging something special on behalf of land conservancy organizations in Southeast Michigan.

We are proud to announce the launch of SEMIWILD.


Movimento and Symphony Teleca turned to NewFoundry for the framing of their new “connected car” solution for OEMs. READ MORE

Technology in The Limelight

At NewFoundry, we’re always pushing to create engaging digital experiences for our clients and our own products. Recently, we had the chance to take on a fun and unique challenge: could we use technology to gain an edge in a dance competition? READ MORE

“Ok, but does it also work in chocolate?”

One of the key tenets of NewFoundry’s approach to visual identity design is the concept of elasticity. What we mean is that the final design of your visual identity will be flexible and adaptable enough to work well in any medium, and exploit the specific opportunities and limitations of each medium. Simply stated, no matter where you put your logo, it will be awesome.

Introducing Grapperz

Today we’re celebrating a big event with client and inventor Mark Hildebrandt who partnered with NewFoundry to develop Grapperz. Not long ago, Mark headed into our studio armed with his rough sketch and a Big Idea: wouldn’t it be great to solve the universal problem of the modern device user? He was talking about earbuds.


NewFoundry rebrands Canopy by LanguageMate as Vocatta™. The New York City-based company LanguageMate specializes in creating software that removes language and cultural barriers in healthcare. READ MORE


Duo-Gard, an innovator in the field of architectural daylighting systems, needed to better reflect their differentiation and value proposition in the marketplace. Duo-Gard selected NewFoundry to champion their rebranding effort. READ MORE

NewFoundry helps Clark Hill launch E2 program

When Clark Hill began exploring the idea of expanding their business law practice they reached out to NewFoundry for strategic counsel. The result was the formation of E2: a tailored program specifically designed for emerging enterprises and entrepreneurs.READ MORE


The leading digital discovery solutions company was seeking to better capture their strategic positioning in the marketplace and needed a partner that could extend a revitalized brand voice across a wide range of touch points. READ MORE

“Go Mobile or Go Home”

Rich and Scott recently presented in a workshop titled, “Go Mobile or Go Home” for the Ann Arbor SPARK. The workshop delivered insights and fostered discussion on the critical importance of adopting mobile strategies for your business. READ MORE

vRide for VPSI

The nation’s leading vanpool provider, VPSI Inc., set out to define their brand voice and build a consistent, seamless image across their network in support of their new “ride match” software. VPSI selected NewFoundry to spearhead this critical effort. READ MORE


NewFoundry helps Handstand Innovations launch Nectresse

NewFoundry helped Handstand Innovations and Compass Marketing with the global launch of Nectresse™, a new, 100% natural, zero calorie sweetener inspired by hand-picked monk fruit, with customized artwork for their in-store shopper marketing campaign.

Take a look at the Arbor Pravail GUI

We recently helped Arbor Networks, a specialist in network monitoring and security solutions, develop their new DDoS defense technology. We worked closely with the design and development team to create an interface that is easy to navigate, extends the Arbor Network brand, and makes an impact in a relatively sterile market place. READ MORE

Creating Brand Intimacy Through Innovation

Business is moving faster than ever and so are relationships. For brands and companies that want to grow quickly, creating brand intimacy through innovation is mission-critical.

Too many businesses get caught up in jargon-heavy social media speak and technical writing that misses the point altogether: human conversation. People do business with people. Brands that get this speak as if they were talking over coffee at a local diner. Brands that excel at this listen, understand, and go for depth, almost like dating.

Brand Personality is Everything

Interacting with brands is analogous to personal relationships: We are attracted to intriguing, self-assured, reliant, and one-of-a-kind people. These are the type of brands that people choose to have a relationship with. We find those who lack such characteristics and who do not showcase a distinct point of view to be somewhat tedious and uninspiring.

Nine Naming Do’s & Don’ts


  1. Consider the long-term strategy for the name you’re developing and how the new brand name will fit into your company’s brand architecture and brand portfolio systems.

The Importance of Trademark Registration

We are often asked, “Do we really need to protect our name and visual identity with a registered trademark?” I always respond with, “That depends on how angry and upset you’ll be if someone else starts using your business name, symbols and iconography.”READ MORE

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