Lori Pate, former exec producer at 3 Ring Circus, has formed Archipelago, a company that represents a string of four discrete but complementary design and branding companies led by industry stars Jeff Boortz, Elaine Cantwell, Dale Herigstad and Lee Hunt.

Pate says the concept for providing full design and branding service in a new and flexible business model came about over drinks in LA at the beginning of the year. "We knew we didn't want to build huge companies. We wanted to have one-to-one contact with the clients, do interesting projects and hopefully earn a fair living."

She says Denver-based Archipelago provides business development, marketing and PR to the four companies, whose size ranges from one to nine people and who remain independent but collaborate when a project requires.

Boortz's Philadelphia-based Concrete Pictures specializes in strategy, packaging, content and new media. Boortz, founder and former president of 3 Ring Circus, recently completed a year-long project with Steven Spielberg creating futuristic commercials for Minority Report and is working on the re-launch of Discovery Science.

Cantwell's LA-based Spark recently worked on the re-launch of Canadian women's network WTN (now just W). She was formerly CD at 3 Ring Circus, and is the mind behind award-winning, on-air identities and commercial work, including the "red and white" logo spots for Target.

Hollywood-based Dale Herigstad, founder of H Design, the only pre-existing company in Archipelago, has just wrapped projects for TNT and Discovery Kids. Known for his expertise in iTV and evolving media, Herigstad did BD work for FOX and CBS's Winter Olympics coverage.

Hunt, founder of Lee Hunt Associates and former head of media and entertainment for Razorfish, is a master of strategy, marketing and promotion. He is working with several cable networks to reposition and re-brand from his NYC base.

Pate says that the intrinsic benefit of Archipelago's structure is the limited overhead required in bringing together four small and independent players, and the hands-on treatment clients receive from each. "It's a cautious market out there. We're just trying to be as appropriate to partnering with clients as we can."