MILWAUKEE (May 16, 2012) — After more than 20 years, Milwaukee-based strategic marketing and communications firm Scheibel Halaska announced today a new company name and brand: Trefoil Group.

The new name is a reference to the trefoil knot, which derives its strength from its simplicity. In an increasingly complex business climate, Trefoil Group is building a team that distills complexity into decisive actions for its clients, which include industry-leading midmarket companies.

“Business leaders are dealing with a range of complex issues – sophisticated offers, multiple decision makers, diverse markets,” said Mary Scheibel, the firm’s founder, who will continue as principal owner. “It’s easy to get mired in the details. The strength of Trefoil Group comes from our ability to get to the heart of our clients’ issues and execute the compelling strategies and communications they need to succeed.”

The new Trefoil Group identity, developed through the agency’s proprietary TrueCenter™ branding process, emphasizes a commitment to continue advancing the firm’s expertise and services in ways that help clients see clearly toward achieving their most important goals.

In addition to Mary Scheibel as principal, John Scheibel continues as chief executive officer, while Andy Narrai, formerly chief operating officer, is assuming the role of president.

“Distilling today’s complexities takes more than any one individual,” Scheibel said. “It takes a complete team with wide-ranging talents, experience and commitment – the kind of group we’ve built over the last two decades.”

Trefoil Group serves a range of clients across Southeastern Wisconsin and around the world, including Milacron LLC, DME Company, Park Bank, Dickten Masch Plastics and Dedicated Computing. The firm is a member of IPREX, a global communication enterprise owned by an alliance of 74 partner firms with 115 offices and 1,500 professionals in 33 countries. Trefoil Group is the IPREX partner for Wisconsin.

In a complex business environment, Trefoil Group provides strategic marketing communications services that help people see clearly. Services include communications strategy; branding and positioning; websites and digital marketing; advertising and direct marketing; public relations and social media; recruitment and internal communications; and more. For more information about Trefoil Group, go to