iMBranded

Driving around the Metro Detroit area, chances are you’ve seen the work of iMBranded, a national leading manufacturer specializing in architectural millwork and large-format graphics based in Troy. From the Detroit Zoo’s famous water tower and the Renaissance Center to custom graphics for the 2024 NFL Draft, iMBranded has been responsible for eye-catching, larger-than-life designs for 20 years.

Founded in 1996 by CEO James Whitehead, iMBranded designs, engineers, builds, prints and installs their displays for companies in the automotive, retail and hospitality industries.

“The projects I’m most proud of are the ones that put Detroit on the national stage, turning our city’s landmarks into living brand experiences that millions of people see and share,” said Whitehead. “Some highlights that stand out include the Detroit Zoo in 1998, one of our very first grand-format water tower wraps. It proved we could execute complex, large-scale outdoor installations. In 2015, we executed one of the largest building wraps in North America on the Renaissance Center to launch the 2016 Chevrolet Malibu. It was visible to tens of thousands of people during the North American International Auto Show.”

iMBranded has also produced graphics for the Chevrolet Grand Prix for more than 15 years, and was responsible for the design, execution and implementation of the Penske Gallery at the recently renovated Indianapolis Motor Speedway Museum.

The Automotive Industry’s Driving Force

Whitehead originally launched the company in 1996 with a focus on snowboard graphics, called 2 Phace Industries. He says the company was a great concept but lacked opportunities for scale. The Metro Detroit area’s deep automotive roots provided the inspiration for his company’s pivot.

“Within two years, I saw that the real opportunity was right in our backyard. Metropolitan Detroit’s concentration of advertising agencies and the world’s largest automakers gave me a clear path to pivot into commercial graphics. That early decision to focus on the auto industry’s branding needs set the foundation for everything we’ve built since.”

In 2000, Automotive Media LLC, d/b/a/ iMBranded, began a long relationship with FCA/Stellantis, completing more than 60 building wraps at their Auburn Hills headquarters. The company entered the automotive retail space in 2004 with branded facility elements for Roger Penske’s Penske Automotive Group (PAG), added architectural millwork capabilities in 2010 and formed an equity partnership with PAG from 2009–2016 that accelerated their growth.

Today, iMBranded is a full-service provider of corporate identity services with national reach across all 50 states, operating from a 147,000+ square-foot facility in Troy and serving major clients in various industries.

“We’ve expanded beyond automotive into hospitality, including the Daxton Hotel in Birmingham, and continue to add innovative products such as our iMBrite™ Edge and Dynamic fabric lightboxes. What began as a small graphics shop is now a turnkey partner that designs, manufactures and installs complete branded environments.”

Collateral Support through the MEDC

In 2025, iMBranded began working with Oxford Bank to refinance the company’s existing real estate and equipment debt. Due to a shortfall in collateral, Oxford Bank reached out to the Michigan Economic Development Corporation’s (MEDC) Capital Access team for collateral support. With its Capital Access programs, the MEDC works directly with lenders who in turn can provide traditional financing for small businesses. 

“Oxford Bank has been an outstanding partner; they recently provided us with a new commercial real estate refinance loan and line of credit that allowed us to retire higher-cost debt and simplify our banking relationship,” said Whitehead. “Because of the scale of our facility and equipment investments, we had a collateral shortfall that Oxford Bank helped close through the MEDC’s Collateral Support Program. That program was exactly the gap-filler we needed. We’re extremely grateful for their confidence in our future.”

Through the SSBCI 2.0 Collateral Support Program, the MEDC provided $2,920,000 in cash collateral so that Oxford Bank could fulfill the $11,680,000 loan to iMBranded.

“Working with the MEDC’s Capital Access team was a very positive experience throughout the process,” said Thomas Merrill, vice president and relationship manager for Oxford Bank. “From the start, their team was highly responsive and engaged, making themselves readily available to answer questions and move the request forward efficiently. Most importantly, their approval process was straightforward and quick, allowing us to maintain momentum and ultimately provide the financing needed for iMBranded. The MEDC’s collaborative approach made them an excellent partner and reinforced the value of their programs in supporting Michigan-based businesses. Working with iMBranded has also been a pleasure, and the Bank is proud to partner with a Michigan‑based business that continues to grow and evolve. Supporting local entrepreneurs is central to what we do, and programs like the MEDC’s Collateral Support program play an important role in making that possible. With the added support from the MEDC, we’re able to help businesses like iMBranded access the financing they need to strengthen operations and position themselves for long‑term success.”

Right on Brand

As iMBranded looks to the future, Whitehead says the prevalence of social media and content creation are challenging the company to expand its offerings.

“Social media has completely changed what brands expect from physical spaces. Today every showroom, lobby, hotel or dealership is also a content studio. Our clients want environments that look incredible in real life and photograph or video beautifully for Instagram, TikTok and LinkedIn. That shift pushed us to expand from traditional graphics into architectural millwork, dynamic lighting solutions and experiential installations that are intentionally ‘shareable.’ The rise of content creation has been a major tailwind for our business and continues to drive innovation in everything we design and build.”

Almost three decades in, iMBranded is in a strong growth phase as it continues to roll out innovative products, deepen its national footprint and explore new verticals where branded environments can make a real impact. For Whitehead, one thing that won’t change is the company’s home base.

“Most importantly, we’re committed to staying right here in Michigan, growing our team and continuing to help the world’s best brands tell their stories through extraordinary physical spaces.”

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