Work Tag: BRAND IDENTITY

Upper Iowa University

BRAND IDENTITY

CHALLENGE

Upper Iowa University (UIU) is a private, not-for-profit university located in Fayette, IA. UIU has multiple learning modalities — including a traditional day school campus, online degree options, adult education centers and international centers — which created a struggle with branding. Because of a lack of message consistency and a true identity, G/L was challenged to develop an integrated marketing approach, with the goal of achieving one brand and one set of messages.

SOLUTION

Through a comprehensive brand discovery session with UIU leadership and the development of a detailed brand architecture platform — G/L developed the “Education Built for Life” brand identity and a consistent messaging and creative approach that could be rolled out through all UIU learning modalities. To ensure continued consistency, G/L developed a thorough set of brand guidelines that would provide structure and guidance around their new brand identity.

RESULTS

After the April 2017 launch of the “Education Built for Life” campaign, the client said, “I want to take a minute on this busy day to thank all of you for remembering us on this brand launch day. It is great to finally unveil the logo, tagline, and brand to the world. I am thrilled with the new brand and very much appreciate the opportunity to have worked with each of you toward this day. Please share with your entire team my thanks for their efforts in making visions into reality.
– KARL EASTTORP Executive Director, Communications and Marketing — Upper Iowa University

Clayco RISING

Diversity & Inclusion Innitiative

BRAND IDENTITY|BRAND STRATEGY & DEVELOPMENT

challenge

For over 25 years, Clayco has the most comprehensive Diversity and Inclusion (D&I) program in the industry by creating meaningful opportunity and enduring structural change for their employees, minority-owned and women-owned business partners, and the communities where they live and work. However, these initiatives needed to be unified under one brand umbrella. Clayco challenged Geile/Leon to “package” all of their separate D&I initiatives under one new theme and provide a new name for this ongoing initiative. After Clayco selected a name and theme, G/L developed a logo and key messaging that would be used as a foundation for all internal and external communications for this unified initiative.

solution

Geile/Leon developed a new initiative name and tagline, “Clayco Rising, People Above All Else” along with a comprehensive rationale for this theme. Clayco Rising communicates creating opportunities, leveraging vast resources and strong partnerships to lift up others – breaking through barriers of income, race, sexual orientation and gender. This initiative’s new logo and rationale invite others in the industry to join our efforts and bring positive change in the industry.

 

The new logo uses the upward movement of lines to demonstrate employees’ career path trajectory at Clayco, with primary and secondary colors from Clayco’s brand guidelines. The typography used connects to the linework of the symbol to provide a “foundation” for this lockup.

key messaging

GOING BEYOND WHAT’S EXPECTED — Clayco has built the most comprehensive diversity and inclusion program in the industry – Clayco Rising. It is designed to create meaningful opportunity for our employees, our minority and women-owned business partners and people within the communities we serve. Together, we are breaking through barriers of income, race, sexual orientation and gender. We will rise above to bring positive change within our industry by building a diverse, respectful and safe workplace for all.

results

The “Clayco Rising” initiative was launched externally in December 2020 through a new website, trade and business print ads, and additional collateral material. As they’ve done for more than 25 years, Clayco continues to drive real positive change and build a safe, equitable and diverse workplace for all.

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