Work Tag: BRAND STRATEGY & DEVELOPMENT

NORTEK GLOBAL HVAC

BRAND REFRESH

BRAND STRATEGY & DEVELOPMENT|WEBSITE

WEBSITE REDESIGN

After a recent acquisition, Nortek Global HVAC underwent a rebranding effort that included changing its name to NGH. To support this, G/L developed a completely redesigned website with visuals and messaging that would better tell the brand story to current and prospective customers.

CONTRACTOR MARKETING PROGRAM

G/L also helped NGH revamp its Contractor Marketing Program by developing the design and content for splash and landing pages on the NGH, Frigidaire HVAC, and Maytag HVAC websites. These sites would introduce the program and its unique benefits to contractors and get them excited about joining, with the end goal of increasing overall program participation.

VISIT THE LANDING PAGE

VISIT MAYTAG'S LANDING PAGE

VISIT FRIGIDAIRE'S LANDING PAGE

WashU OLIN

EMBA 40th CAMPAIGN

BRAND STRATEGY & DEVELOPMENT|DIGITAL|LOGO DEVELOPMENT|OOH|SOCIAL MEDIA|VIDEO

BRAND AWARENESS THROUGH NON-TRADITIONAL MEDIA

The WashU Olin Executive MBA program celebrated its 40th anniversary in 2023. To build excitement and engage with alumni, several events and touchpoints were organized throughout the year. This included 3-5 “quick-byte” sessions with in-person and virtual attendance options as well as a weekend celebration with multiple formal events, speaking engagements, and an off campus gala as the culminating event. Targeting EMBA alumni, faculty, staff and key stakeholders, the WashU Olin team wanted to build additional brand awareness in the St. Louis region and bring EMBA alumni together to network, engage and strengthen the community. The first key deliverable was to provide a strong brand identity for the anniversary celebration. G/L concepted and developed a dynamic logo mark that emphasized the milestone and bridged the connection between WashU Olin, St. Louis and its global network of alumni and industry leaders.In addition to the branded logo mark, G/L developed a brand anthem video, :30 video testimonials with key alumni, digital and social campaign creative, and interactive out-of-home placements including digital kiosks and animated airport boards.

In addition to the branded logo mark, G/L developed a brand anthem video, :30 video testimonials with key alumni, digital and social campaign creative, and interactive out-of-home placements including digital kiosks and animated airport boards.

THE CAMPAIGN WAS A RESOUNDING SUCCESS

Buzz and excitement was built around the anniversary for the prestigious EMBA program. Alumni and the community rallied around the milestone, celebrating WashU Olin’s roots in St. Louis and its connection through a global network of alumni leaders that have made an impact.

 

 

COMPANA

FLOCK PARTY FEED CAMPAIGN

BRAND STRATEGY & DEVELOPMENT|DIGITAL|SOCIAL MEDIA|TRADESHOW|VIDEO|WEBSITE

TIME TO RUFFLE SOME FEATHERS

G/L helped with the development of the original brand architecture and presentations that lead to Flock Party having a presence on Tractor Supply Company shelves across the country. It was a blast for this brand to come full circle and work on a new seasonal promotion. This fun and edgy campaign focused on promoting Egg Maker Pellets & Crumbles. This playful concept reinforced a meme-able campaign theme and attention-grabbing creative with large, bold graphic treatments. By using mixed media with both real imagery and illustrations, this is a look that reinforces the preexisting creative style of the Flock Party brand, including fonts and general visual language, as well as expanding upon it.

Consumers loved the new campaign and its cheeky, fun execution made it heavily shared and provided sales support and visibility for the brand.

Hussmann Performance Parts

HUSSMANN PERFORMANCE PARTS BRANDING

BRAND STRATEGY & DEVELOPMENT|COLLATERAL|WEBSITE

challenge

Hussmann is a household name in the retail refrigeration case/system industry, however, their aftermarket parts division, Hussmann Performance Parts, needed its own identity and positioning to stand out in a highly competitive category.

Hussmann Performance Parts challenged Geile/Leon to help them build their brand into its own marketable identity.

solution

With our Distilled Thinking Process™, Geile/Leon helped Hussmann Performance Parts unearth their unique point of differentiation within their category. We discovered that service, accountability, responsiveness and reliability are what Hussmann Performance Parts does better than their competitors.

They are not just a company that sells products and services, they are true partners to their customers, helping them overcome some of their biggest business obstacles and most complex challenges by delivering industry-leading service and creative solutions.

We developed a campaignable theme and positioned the division as Hussmann Performance Part(ner)s, a clever play on their brand name. Once all the key stakeholders were on board with our theme, we developed a brand architecture document that highlighted Hussmann Performance Parts’ positioning statement, master tone, brand attributes, key selling messages and employment messages, ultimately providing a road map for everything their brand has evolved into today.

results

Phil Evans, Vice President of Aftermarket Solutions, formally rolled out the new brand positioning at a Performance Parts Division townhall event. The staff is enthusiastic and has embraced the new branding. G/L has assisted in developing a wide range of collateral materials that have taken on a consistent message, look and tone further solidifying their positioning as true “Performance Part(ner)s” in the market.

COMPANA

FRUITABLES BRAND AWARENESS CAMPAIGN

BRAND STRATEGY & DEVELOPMENT|SOCIAL MEDIA|VIDEO

THE CHALLENGE

Many consumers have not heard of Fruitables Baked Treats and Skinny Minis, yet the brand plays well in a growing category and offers on-trend and excellent nutrition for pets. Our challenge was to help introduce pet owners to Fruitables with an awareness campaign that leveraged the “core” flagship products, Baked Treats and Skinny Minis, and emphasize what makes the brand unique and better than other treats.

THE SOLUTION

G/L developed a new concept that would increase brand awareness, recognition and visibility among key consumer segments. Leveraging the unique brand name and showing all the fun fruit and veggie flavor combos that pets go crazy for, the “Pets So Lovable Deserve Fruitables” campaign was conceived.

With adorable pups, clever transitions and vibrant colors this approach made for an exciting and attention-grabbing campaign. G/L created social campaign elements (including static, carousel and video creative), a cohesive landing page experience as well as video ads in a variety of formats optimized for social media.

THE RESULTS

While the campaign is still in its infancy, early results have indicated excellent performance and positive feedback from consumers. As the campaign continues, we will update our case study to include metrics once they are shared.

URSULINE ACADEMY

BRAND REFRESH

BRAND STRATEGY & DEVELOPMENT|COLLATERAL|LOGO DESIGN|SOCIAL MEDIA|VIDEO

CHALLENGE

Ursuline Academy is a private, all-girls Catholic college prep high school for young women located in Kirkwood, MO. After experiencing a steady increase in enrollment over the last couple of years, the marketing and admissions teams wanted to build on their momentum by creating a new verbal and visual brand story that would support the 2023-2024 school year and provide launch pad for its 175th anniversary celebration.

SOLUTION

The Ursuline rebranding effort began with G/L’s brand discovery and development process. First, we reviewed 2023 market research conducted amongst faculty, students and parents to establish a baseline of existing community perceptions about the school’s brand in the market. Using those insights, we conducted a discovery session with admissions and marketing staff, educators and leadership to uncover their absolutely unique selling point: Ursuline Academy is the school that welcomes each individual student to come as they are and creates a personalized educational, social and spiritual path that empowers them to become who they want to be.

RESULTS

The new Ursuline Academy branding and subsequent “All Paths Lead to You” marketing campaign launched in August 2023. The look and messaging supported the new brand position by literally putting students at the center in creative, featuring portraits of actual Ursuline Bears to show how the school celebrates the contrasting range of personalities and passions that make up its community. Altogether we communicate that, no matter who you are, you belong at Ursuline.

To support the launch, G/L developed a range of branded communications, including updated brand guidelines, a new admissions brochure and video, paid social media creative, and a comprehensive communications plan for the 2023-2024 school year.

Thus far, the new Ursuline branding has been received with great excitement from the school community—students, parents and coworkers alike! “I also want to let you know that our experience with your team has been fantastic and the end result is outstanding! Please let everyone involved know that we’re thrilled with it AND excited to get out there and use it AND proud of it!!!” – Peggy Slater, President, Ursuline Academy

TRANE

BRAND REFRESH

BRAND STRATEGY & DEVELOPMENT|COLLATERAL|PRINT

MAKE BUILDINGS BETTER FOR LIFE

In developing a brand architecture for Trane, we identified their brand essence while providing a framework for marketing communications campaigns. This was the jumping-off point for successful campaigns for this industry leader.

Clayco

BEYOND THESE WALLS BRANDING

BRAND|BRAND STRATEGY & DEVELOPMENT

CHALLENGE

Clayco — a full-service national real estate, architecture, engineering, design-build and construction firm, challenged Geile/Leon to rebrand its corporate identity to reflect the company’s holistic approach to creating buildings that have an impact beyond the physical structure.

SOLUTION

Geile/Leon developed the “Beyond These Walls” brand campaign focused on the company’s forward-thinking passion to deliver
building solutions of the highest standard. Solutions that reach far beyond the walls they build — solutions with a cure, a scientific
breakthrough, a cleaner world and a better future. The “Beyond These Walls” creative and messaging launched the refreshed
Clayco brand and extended it across the web, collateral, building/project signage and advertising. In addition, an internal
campaign was launched to communicate the Clayco brand promise through the development of a company mantra and office wall art.

RESULTS

Our client said it best:

“The G/L team played a key role in helping Clayco launch its brand nationally. Their work truly captured our vision
and helped to differentiate the brand in a compelling and memorable way.  Their team was very responsive throughout
the engagement and brought an energy and enthusiasm that made them a joy to work with.”

—Sarah Green,
Executive Director of Communications and Marketing, Clayco

COTTEY COLLEGE

REBRANDING

BRAND STRATEGY & DEVELOPMENT|COLLATERAL|VIDEO

CHALLENGE

Cottey College, an all-women’s college in rural Missouri, wanted to update their brand to be more modern and relevant. Looking to resonate with prospective students seeking a specialized college experience, Cottey partnered with Geile/Leon to provide a complete and comprehensive brand overhaul. This included the development of new positioning, tone, departmental logos, collateral, digital elements and much, much more.

Cottey College Rebrand Collateral

SOLUTION

The re-branding effort began with G/L’s brand discovery and development process, Distilled Thinking™. First, we interviewed current students and students who declined to attend. With greater insights into their decision-making process, we could better position the Cottey College brand. Next, G/L facilitated an on-campus Distilled Thinking session and conducted multiple internal focus groups. This data showed that the type of student who would be most interested in Cottey was driven and focused on their future.

Cottey College Portraits

RESULTS

The “Creators of Incredible Futures” branding, tagline and campaign rolled out in February 2018 with excitement and optimism. The bold look highlighted the unique students at Cottey with hero portraits that make the college (and the students) stand out. G/L went on to develop an aggressive, integrated media plan to support the new launch with goals of increasing brand awareness and enrollment.

Harris Perfect Flame™

BRAND STRATEGY & DEVELOPMENT

CHALLENGE

When Harris Products Group developed the Perfect Flame™, they created a production brazing system that revolutionized the industry. Now, for the first time ever, manufacturers have a precise method to control the flame. With a library of up to 100 sharable presets, production engineers can standardize handheld production brazing performance throughout their organization. And it captures important data, which contributes to OEM’s continuous improvement goals. As part of our strategy to introduce this new technology to the market, we set out to educate the industry on the benefits of investing in the Perfect Flame™.

SOLUTION

In order to introduce the Perfect Flame™, we began by branding the industry-leading technology that powers the machine: ViziBraze™. It monitors and reports many important statistics to help managers and operators better control their performance. This was the first time in the history of brazing that end-use customers could ever enjoy this type of real-time data.

We then worked with Harris to coordinate the product launch at the largest international trade show, where we could attract production engineers, plant managers and brazing operation managers to the booth. We targeted a very niche market that represents a huge sales volume: OEM refrigeration coil manufacturers. Building up to the launch, we created a teaser video that showed a practical demonstration and benefit-driven illustration of this all-new ViziBraze™ technology. We then used this to induce them to visit the Harris booth to learn more about the Perfect Flame™, where we displayed the video on a large screen.

Perfect Flame Brochure

We fortified our pre-release awareness strategy by promoting news stories to trade publications while Harris developed an email campaign using the graphics and messaging that we created for the communications strategy. In conjunction with these efforts, we built a microsite, which featured an introductory promotional video that helped support these efforts. Not only could salespeople use this to help secure sales meetings, but it also featured a ViziBraze™ login so production managers could log in to access and analyze their data. When plant managers could see how valuable this data was, they would be encouraged to further implement it at every one of their plants throughout the world.

Once salespeople secured a meeting, they could utilize a brochure that we developed to support their efforts during the sales presentation along with a customizable presentation that featured the same graphic elements. Finally, Harris is dedicated to supporting their customers after making a sale, so we created an instructional video that would aid in adapting to this new technology. That enabled a shorter learning curve for the end user for both brazing and utilizing the data in their ViziBraze™ portal.

RESULTS

Harris Products Group enjoyed a highly successful launch, which began with high traffic from engineers at their booth. In fact, it was the most traffic that they had ever seen. The Perfect Flame™ is a big part of Harris’ strategy of working together with their customers to enable a new level of success. Their clients have achieved better control over their operations, a higher level of standardization in their manufacturing, a greater level of first-pass yield and consistency throughout all plants worldwide. It has directly led to Harris landing some very large consumable contracts, which was the primary goal of the Perfect Flame™ launch.

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