We believe that strong brands are valuable assets that inspire employees and motivate customers.
Equinix: Articulating the Employer Brand
Equinix is a Fortune 500 digital infrastructure company whose objective was to better attract top talent. A robust process that included global research, deep listening, and workshops delivered a precise and authentic employer brand platform, refreshed personas, and targeted messaging, resulting in an award: Glassdoor named Equinix a best place to work for the first time, ever. Here is what our client said about the project. Click here for a short video about the project.
SFMOMA: Ongoing brand strategy consultation
SFMOMA’S successful grand re-opening in 2016 was the catalyst to hire GBW in order to refresh the brand and support a new creative campaign. Since then, we have continued to serve as strategic consultants, advising on branding and marketing, and are proud to have developed the creative for SFMOMA’s top performing digital campaign, ever. Click here for a full client testimonial.
PayPal: Global brand governance strategy and programs
Starting in 2016, GBW has worked consistently with various parts of the PayPal organization globally (Brand, People, Product & Technology) to deliver strategic initiatives such as brand governance, internal brand engagement, program naming, and transformation communications. Some work examples are here, here, here and here. Click here for a client testimonial.
Appnovation: Expansion drives the need for a refreshed brand story
When this Canadian-based global digital consultancy, which serves most of the Fortune 500, was ready to expand their breadth of offerings, it was time for a brand refresh. GBW defined a new, bold, modern, and vibrant brand story. The new brand served as the foundation for the creation of refreshed logo and visual identity, rooted in narrative. Check out the full story here, and a client testimonial here.
Sutherland: A new logo, visual identity, and corporate applications
This global process outsourcing firm sought out a “small but mighty” branding agency who could nimbly bring their new brand strategy to life, and found us. In 3 months, Global Brand Works delivered a new logo, logo animation, full visual identity system, guidelines, corporate story, PowerPoint template, and business card design. Read More
Credit Sesame: Sharpening the pencil on brand strategy
Credit Sesame found itself competing in a market that was getting more and more commoditized, which was the catalyst for revisiting its brand strategy. After conducting a competitive audit, end-user research, an internal listening tour, and a brand workshop, GBW repositioned the brand for relevancy and differentiation, which served as the foundation for new messaging.
Kettle Brand: Product naming and brand architecture
The Kettle team asked Global Brand Works to explore naming and brand elasticity for one of Kettle’s new snack categories: vegetable chips. The new name developed by Global Brand Works is Kettle UPROOTED (and in 4 weeks). Be sure to pick up a bag; Kettle UPROOTED vegetable chips are delightful! Read More
Bank of the West: Branding an internal event
For an annual internal road show, Bank of the West wanted to bring a completely reimagined and fresh take on the event, which reflected a positive future and several new and dynamic initiatives. GBW developed a strategy which led to a new theme, look, and feel. We also scripted and designed energizing and compelling presentations to support the theme each year.
Yodlee: Preparation for IPO
Caroline and Shannon led a 2-year brand repositioning for this cloud-based FinTech company. By retiring an outdated visual identity system and messaging platform for an authentic, relevant and differentiated brand platform, the company was readied for a successful IPO.
State Street Global Advisors: Employees learn the importance of “Living The Brand”
State Street Global Advisors worked with GBW to make its global rebrand launch just as vital and inspiring for employees as it would be for customers. We partnered with SSGA’s existing agencies to develop an employee intranet, an internal engagement campaign, and targeted brand training programs that included in-person workshops around the globe, customized by region and functional area.
Veritas: Spinning off a new company and brand
The separation of Veritas from Symantec required the revival and re-defining of the Veritas brand. Working with Symantec’s agency of record, Global Brand Works helped actualize Veritas’ new brand positioning by developing global internal and external programs, training and tools.
BlackRock: Alignment after an acquisition
BlackRock acquired iShares from Barclays Global Advisors in 2010. Shannon and Caroline led the brand strategy for the newly-merged entity and delivered the first ever global Visual Identity system that either company had ever had.
iShares: Deepening employee engagement
Using a clever and fun grassroots internal engagement program, employees were able to better articulate the iShares brand story. In partnership with agency School of Thought, here is a video that highlights one of the programs.
Norton LifeLock: Style Guides and PowerPoint Templates
When LifeLock rebranded, and then again when the company got acquired by Symantec, GBW developed internal activation programs and corporate applications. Click here for a deeper story on why we take work-horse assets, such as guidelines and PowerPoint templates (and PPT training) very seriously. For both initiatives, GBW was the company’s go-to team to create brand guides and PowerPoint templates. These assets are critical in protecting the brand, especially during times of transition, by delivering consistency.
Visa: Establishing a practice for global brand management
Caroline was Visa’s first ever executive leader with responsibility for strategic global brand management. With Shannon on her team, she repositioned Visa from a company with a “collection of logos” in the transaction business to an emotionally-positioned consumer brand, ultimately serving as the foundation for a successful IPO.