Brand buzz

Several years ago, while working at 22squared, Cindy Haynes and James Rosene used to dream about opening their own shop. But they were young, and not ready to take on the risk.

Last summer, when Rosene brought up the idea again, Haynes knew it was the right time. “We were older and more established and ready to take on the responsibility that owning a business really requires,” she says.

At the time, Haynes was the senior vice president of marketing for Front Burner Brands, overseeing creative work for Grillsmith, Burger21 and The Melting Pot. Prior to Front Burner, Haynes was a senior vice president for Tampa's 22squared. Although he freelanced for a couple years, Rosene was previously a creative director for 22squared, building campaigns for clients that ranged from Publix to Buffalo Wild Wings. Rosene introduced Haynes to Margaret Mariani, who would become the third piece to their puzzle, a brand strategist who had worked with brands such as Audi and Polaris.