Los Angeles— VTProDesign, the Los Angeles experiential studio behind some of the world’s most ambitious brand activations and a member company within the Residence global network of creative companies focused on empowering creative potential, is officially retiring its name and reintroducing itself in 2026 as ACRONYM. The rebrand marks a clear evolution for the creative studio, one that has grown beyond its original identity and sharpened its focus on experience as a powerful vehicle for communication, all while staying rooted in the agility, craft, and attention to detail that define a boutique studio.
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From complex custom builds to data-driven, technology-enabled environments, the studio’s foundation in engineering, production, and emerging technology continues unchanged. What’s new is the name — and the flexibility it affords — as the company steps more fully into its role as a strategic experience partner.
“We’ve all sat in rooms where acronyms were supposed to simplify things and somehow did the opposite,” said Michael Fullman, Chief Creative Officer of ACRONYM. “Becoming ACRONYM is our way of acknowledging that with a bit of humor; while staying focused on what actually matters, making the process simple for our partners and building experiences that are big, bold, and clever.”
A Name and (re)Brand That Can Flex
While ACRONYM may sound like a contradiction, the name is intentional. With a new brand name, and a new home at acronym.lol, it has a continued focus on building experiences that carry real strategic, creative, and technical weight. ACRONYM reflects both where the company has been and where it’s going next.
“We're the partners you call when the brief is too ambitious or too weird for anyone else to touch. We turn "what if" into "what is" through a combination of strategic thinking, technical craft and the kind of creative problem-solving that thrives on complexity” Fullman continued.
From “production vendor” to experience partner
The shift from VTProDesign to ACRONYM reflects a reality that has been true for some time. The company has outgrown the narrow assumptions baked into “pro design” and “production shop” labels. Today, ACRONYM now operates as an end-to-end experience partner, spanning strategy and narrative through creative, technology, and on-the-ground execution for some of the world’s most known brands.
Recent and upcoming work includes large-scale programs with:
Figma and the second year of designing and executing its conference Config
Nvidia and its flagship conference
Gatorade and the fourth year at Superbowl for retailers and athletes
McDonald’s global initiatives
While the name and visual identity are new, the core of the company remains the same:
A boutique, senior-led approach
Deep collaboration with clients
A foundation based in creative technology and high touch design
Work that prioritizes meaning over noise
A commitment to craft, clarity, and creative rigor that allows the studio to execute complex ideas at scale without sacrificing craft.
ACRONYM continues to partner with major global brands on complex, high-impact experiences as a primary vehicle for communication in a marketing landscape saturated with sameness, and helping translate strategy into moments people actually remember.
“What excites us most is what this unlocks,” said Fullman, “We’re building experiences that are strategic, crafted, and scalable, and this rebrand gives us room to think bigger, work smarter, and execute at an even higher level. Ultimately, it’s about raising the bar on work and how we show up for our partners.”
ACRONYM's evolution is supported by its home within Residence, which was founded to champion best-in-class creative work while supporting the talent and culture that make it possible. The network provides ACRONYM with operational resources and collaborative opportunities across complementary disciplines, allowing the studio to focus on what it does best: building experiences that translate strategy into moments people actually remember.
About ACRONYM
ACRONYM is an experience company that treats experience as a primary channel for communication, not an afterthought. Formerly known as VTProDesign, ACRONYM partners with brands like Figma, Nvidia, Gatorade, and McDonald’s, to design and deliver work that is technologically inventive, strategically grounded, and actually memorable to the people who pass through it. ACRONYM operates across North America and collaborates globally, working at the intersection of experiential, technology, and storytelling — and occasionally picking fights with the industry’s favorite acronyms along the way.
Visit acronym.lol to learn more and decode what’s next.
About Residence
ACRONYM is in Residence, a global network of creative companies focused on empowering creative potential. With capabilities across branding, experiential, digital products, media, and community-building, Residence helps organizations make meaningful impact while supporting the talent and culture behind the work. More at residence.co.
Images courtesy of ACRONYM