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INSIGHT. INSPIRATION. INTEGRATION. The “3 i’s” are at the center of how G+K collaborates with our clients.

INSIGHT. Your company’s brand experience is created from a brand vision. The experience itself is everything your audience senses about your brand. Engagement happens by identifying and exploiting the magic in a brand: the insight or idea that connects to the audience. G+K’s Brand RoadMap helps to distill the information gathered in the RoadMap process into an insight that will resonate with your company’s target audience. G+K then sews it into every communication touchpoint.

INSPIRATION. “Don’t loaf and invite inspiration; light out after it with a club.”  — Jack London

The secret to having good ideas is to have lots of ideas to choose from.  Seeing the creative problem with ‘fresh eyes’ is a prerequisite for producing a concept that will present the proposition in an original and memorable way. First, we must understand what the target audience expects to see; then we take them by surprise by introducing the unexpected.

Great execution becomes content! This approach also helps our client’s ROI by creating relevant information about their product or service in a unique way, so our story will be heard.

INTEGRATION. A good working process is even more crucial when brand campaigns are executed across a range of media. This ‘integrated campaign’ approach is used when the brand seeks to project a core message or insight to as broad an audience as possible. Today’s IMC (Integrated Marketing Communications) model includes everything from digital sales promotion and social media, to event advertising and more traditional channels.

Having a clear brand vision first before a company creates it’s icons, logos, websites or advertising promotions, ensures the clarity and focus that is necessary for companies of any size to effectively communicate their brand experience.

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A company’s brand is a value-driven investment. This investment needs to be managed proactively as an asset for growth.

AXIAL Engineers is a structural engineering firm located in Marin County, California.
Gehrig + Kelly named the business and created a Brand Roadmap that defined their core values, brand message, brand personality and finally, their logo and supporting iconography.
After developing many rough sketches and presenting a quantity of digital roughs to the client, we arrived at a solution that included the “A” in Axial to create the logomark. This was then combined with the customized lettering of the rest of the name to be viewed as one.
The square represents solidity and weight. The pyramid (the most stable of all shapes) is not seen right away, but moments later. The shape of the “A” points downward and converges into sharp points.This helps to convey preciseness, knowledge and expertise. The color blue was chosen to evoke strength, trust and dependability. The deep grey for calmness and balance.

G+K works with your company to determine what exactly is needed to achieve clearly defined goals. In other words, we identify a strategy and then
decide on what tactics will be effective for increased ROI. Our rapid response solutions and objectivity combine for an effective communications strategy for your company; large or small.

Thanks!

Tom Gehrig