branding case study 3: Gemark Corp
Gemark Corporation, an international company with over 25 years in operation has created many innovative techniques and industry firsts. Since the company’s foundation in 1981, it continues to operate as the nation’s leader in the recovery of precious metals. Gemark also destroy documents and recycle different products. Their plants are eco-friendly, with the ability to produce electricity to sustain them and provide extra for the outlaying grid.
In 2002, Gemark was going through an array of different changes. The main catalyst of revenue, silver extracting and eco-friendly destruction of polyester from film rolls began to slow due to the influx of digital photography. To keep revenue up Gemark introduced Gemark Alloy Refining Corporation to service the manufacturers of dental alloy, jewelry as well as post-consumer metals.
The Case:
- Refresh and re-energize the 20 year old precious-metal recovery company
- Re-Position Gemark as the leaders in precious metal recovery
Our Plan:
- Researched Gemark, precious-metal recovery and it’s unique benefits through questionnaires and interviews with the main stakeholders
- Developed mood boards to identify the style and iconic mark the major stakeholders were looking develop
- Presented concepts with brilliant visuals and innovative type design to communicate that the target market does not have to compromise design when it comes to quality resource recovery
- Worked in the central idea that Gemark refines into the logo
- Brand flowed seamlessly into print and web materials
Before
After
The Result:
- Larger market share and recognized growth within the industry for Gemark
- Logo is recognized nationally by the industry
- A continued business relationship with Gemark in creating corporate communications, online marketing and print advertising
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