Research, strategy, execution

From four brands to one … plus a refresh

Our research led us to a few compelling reasons GFP might keep its umbrella- and sub-brands. But uniting beneath a single brand seemed the best route, especially since key marketing messages would hinge on the idea of a single, seamless team.

We refreshed the look of the longstanding GFP brand and created a new brand identity guide. Using copy samples, we also worked with the GFP team to identify a new brand voice.

New messaging

With new employees on the team, old marketing copy still in circulation, shooting for a marketing video about to begin, and a new website on the way, GFP needed corporate messaging. The guide we created included messaging for two client audiences: businesses and individuals.

A sleek, simple new site

Our research pointed us toward the new site’s likely primary function: to introduce interested prospects to GFP’s people and explain what makes the firm special. We architected and wrote copy for the new site—ensuring that every piece of content supported either this primary site function or the firm’s key messages.