We help clients bring their brand to life throughout an organization, internally and externally.
Whether you need to launch, recharge, redesign, or completely reinvent your brand, we have the deep vertical expertise to get you there. We translate Brand Strategy into real life programs and tactics.
From start-ups to established global brands, an organization aligned around brand creates a shared sense of purpose that creates consistent and compelling experiences.
Speaking of results, here are some client highlights:
PayPal: Global brand governance strategy and programs
An integral part of keeping PayPal’s unique brand promise was making sure the PayPal brand was healthy and protected. Global Brand Works developed PayPal’s first ever strategic brand governance practice, along with the tactical tools and programs that support it, such as internal brand training for all PayPal employees globally. (We love that our PayPal clients nick named us their “Nimble Ninjas”!) Here is an example of one of our projects.
Appnovation: Expansion drives the need for a refreshed brand story
This Canadian-based global digital consultancy, which serves most of the Fortune 500, was ready to expand their breadth of offerings. GBW defined a new bold, modern, and vibrant brand story. We got there by deep listening: collecting customer insights globally, conducting an internal listening tour and day-long workshop, and by understanding the competition and the marketplace. 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.
SFMOMA: Refreshing Brand Strategy
SFMOMA’S successful grand re-opening took place several years ago, which prompted the need for a brand strategy refresh and a new creative campaign. GBW is serving as strategic consultants, analyzing existing research, interviewing key staff members, facilitating brand strategy workshops, and advising on marketing and communications.
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.
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, presentation template, and business card design. Read More
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. Watch the employee content here.
Norton LifeLock: Style Guides and PowerPoint Templates
LifeLock rebranded several years ago, and then again when LifeLock got acquired by Symantec. 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.