Work Tag: BRAND STRATEGY & DEVELOPMENT

St. Louis Science Center

GROW EXHIBIT LAUNCH

BRAND STRATEGY & DEVELOPMENT|BROADCAST|LOGO DESIGN|PRINT

Challenge

The Saint Louis Science Center tasked Geile/Leon with strategic branding and marketing for the new GROW agricultural exhibit: a one-of-a-kind, 50,000 square-foot, permanent indoor/outdoor exhibit dedicated to the journey of our food supply from farm to table.

GROW at the St. Louis Science Center print ad

Solution

GROW was the biggest permanent addition to the Saint Louis Science Center in nearly 30 years, and so the marketing support needed to make a splash. Through intense audience segmentation research and strategic planning, Geile/Leon created the “Dig Deeper” campaign. Through a colorful and vibrant GROW brand/logo, we illustrated the fascinating science behind our food. Geile/Leon also provided public relations support, created in-depth brand guidelines and multiple campaign elements including: TV and radio spots, website, outdoor billboards, print advertisements, informational brochures and more.

RESULTS

The Saint Louis Science Center’s “Dig Deeper” pre-launch campaign for the GROW exhibit resulted in millions of impressions across multiple regions and an abundance of coverage in numerous major publications. The GROW exhibit opened on June 18 to very strong attendance numbers.

CLUB FITNESS

LIFT LOCAL CAMPAIGN

BRAND STRATEGY & DEVELOPMENT|COLLATERAL|VIDEO

CHALLENGE

As the fitness category continues to become even more saturated, Club Fitness challenged Geile/Leon to develop a unique campaign concept to truly separate them from both national competitors located in the St. Louis region and other local fitness centers. Building on the Club Fitness brand promise of making fitness accessible to every BODY in the region, no matter who they are or what their goals, we sought to increase member retention and increase new member registrations.

Club Fitness Lift Local billboard

SOLUTION

Geile/Leon developed the Lift Local campaign using a strategy based on their unique selling proposition–Club Fitness was born and raised in St. Louis, not to mention locally and employee-owned for over 35 years. This campaign would be a rallying cry of St. Louis pride, encouraging the community to Lift Local. By highlighting members all over the region, Club Fitness demonstrated they are a place where every BODY comes together to support each other. It provided numerous opportunities for joint promotions with likeminded St. Louis companies, organizations and events.

Club Fitness Lift Local banners

RESULTS

The “Lift Local” campaign launched in January 2019, and the movement has contributed to many “local” conversations across all Club Fitness social media platforms and has seen great support from many of its members and employees alike. And, Club Fitness has seen its membership grow 5.5% from 2018 through 2019—great news in such a crowded category!

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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