GEE COMMUNICATIONS
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GEE COMMUNICATIONS ~
Evolving a brand and identity for a full service infrastructure and communications company.
Project overview
Rebrand of a family-run B2B communications business, with a focus on integrity and providing dependable solutions to clients. Gee Communications, operating successfully for over thirty years, recognised the need to refresh its brand identity to align with the evolving industry landscape and better communicate its core values.
Services
Naming
Brand strategy
Visual identity re-design
Content Creation
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Through the rebranding process we aimed to achieve numerous objectives. Starting by enhancing the brand perception by developing a new brand identity that reflects the company's dependable nature and commitment to integrity.
Expand market reach by increasing brand awareness and visibility among potential clients in the B2B communications sector.
Strengthen their competitive position by establishing a unique value proposition that differentiates Gee Communications from their competitors.
A key item was to retain existing clients by ensuring the rebranding efforts resonate with the company's current customer base, reinforcing their trust and loyalty.
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To gain insights into the target audience's perception of the company and industry trends, we conducted thorough research and analysis. Starting with market analysis, studying the competitive landscape, identifying emerging trends, and understanding client needs and pain points.
We conducted an internal assessment, engaging with employees and stakeholders to uncover the company's core values, unique selling points, and internal perception.
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Based on the research findings, we developed a brand strategy that emphasised Gee Communications dependability and integrity. Key elements of the strategy included:
Core brand values: Defining and aligning the company's core values, such as trust, reliability, and integrity, to guide the rebranding process.
Messaging and positioning: Crafting a clear and compelling brand message that highlighted Gee Communications' commitment to delivering dependable solutions while upholding the highest ethical standards.
Visual identity: Creating a new logo, colour palette, and visual assets that are contemporary and evoke a sense of trust, professionalism, and dependability.
Tone of voice: Establishing a consistent and authentic tone of voice that resonated with the target audience and reflected the company's values and expertise.
Brand guidelines: Developing comprehensive brand guidelines for internal use to ensure consistent implementation across all communication channels and touchpoints.
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The logo played a crucial role in representing Gee Communications' values. The concept of a shield was incorporated into the logo design, symbolising safety and dependability. The logo's colour palette consisted of blue tones, evoking feelings of trust, professionalism, and stability. The typography was chosen to be clean, modern, and legible, reflecting the company's commitment to clarity and communication.
Design and Implementation
With the brand strategy in place, the design and implementation phase began. This involved creating a suite of brand assets that would be consistently applied across all sub-divisions and touchpoints.
Logo Redesign
The existing Gee Communications logo was redesigned to incorporate the shield element, which symbolised safety and dependability. The shield was modernised and integrated with the company name in a visually appealing and balanced manner. The typography was refined to create a cohesive and harmonious logo mark. This style was rolled out seamlessly across the companies sub-divisions.
Visual Collateral
The visual identity was extended to various collateral, including exhibition banners, stationery, and email signatures. Consistent use of the logo, typography, and colour palette ensured a unified brand experience across all communication channels.
Brand Guidelines
Comprehensive brand guidelines were created to ensure consistent implementation of the new brand identity across all brand communications. The guidelines covered logo usage, typography, colour palette, imagery, and tone of voice.
