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.

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.

ARCHDIOCESE OF ST. LOUIS

ANNUAL CATHOLIC APPEAL

COLLATERAL|VIDEO

CHALLENGE

Each year, the Archdiocese of St. Louis conducts the Annual Catholic Appeal (ACA). The campaign is a multifaceted outreach initiative that seeks to raise funds in support of local programs and ministries that provide vital services to individuals including the homeless and others living in poverty, families seeking Catholic education, those discerning religious vocations and many more.

The Archdiocese of St. Louis partnered with Geile/Leon to develop the communications campaign that would support the 2022 Appeal by reaching nearly 500,000 Catholics in the St. Louis area and demonstrating the broad and positive impact their generosity has on the lives of those in need, ultimately encouraging them to unite in reaching the goal of raising $15 million.

SOLUTION

Together with the archdiocese, G/L conducted thematic concepting to determine the theme of the 2022 Appeal: “Brothers and Sisters All,” derived from an encyclical letter penned by Pope Francis in 2020. G/L sought to effectively communicate this theme within the context of the ACA by cultivating a central campaign message and creative concept that would resonate with the Faithful of the archdiocese and mobilize them to give—“Those who are in need of God’s love are not strangers. They are family. When anyone suffers, our whole family suffers with them. It is our duty as Catholics to seek them out and surround them with God’s compassion and love.”

G/L carried this primary message and creative theme consistently across all ACA communication support, which included the development and final production of an Appeal video, 15 individual collateral material pieces and a direct mail solicitation effort comprised of 16 mailings, each with customized letters to audiences that range from parishioners to employees and clergy of the archdiocese.

RESULTS

The Appeal closed in August 2022, successfully exceeding its goal by raising over $17 million for individuals and families in need. Additionally, the 2022 Annual Catholic Appeal was recognized for excellence by the International Catholic Stewardship Council, receiving two Awards for Excellence for the annual Appeal case statement brochure and video, and an Honorable Mention for the total Appeal effort.

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.

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.

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.

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.

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.

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!

Work Tag: COLLATERAL

Hussmann Performance Parts