branding case study 2: GTI Graphics
GTI Graphic Technology, Inc (GTI) of Newburgh, NY develops and manufactures color-appraisal viewing systems (commonly known as light boxes) that match international standards, enabling precision communication about and the accurate and faithful reproduction of colors. GTI has been located in Newburgh, NY for 32 years. They send their products worldwide; working with well over 300 dealers and distributors.
The Case:
- To update GTI's logo without drastically changing the look and color scheme
- To position GTI as the top choice for Color Appraisal Viewing Systems
- To attract clients that lead the industry from around the world
- To reflect superior technology and excellent client service that GTI offers
The Process:
- Market Research was conducted via a client survey
- Researched design within the industry
- Created concepts using their existing logo and developed mood boards as an outset
- Developed a consistent color scheme outlined in the branding guide developed by Ashworth Creative
- Incorporated the new branding into GTI’s print materials, website and trade show booths
Before
After
The Results:
- GTI gained brand equity
- Attracting elevated traffic at trade shows despite lower overall attendance
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