Over the past 10 years a lot has been accomplished for Fatburger. From conducting SWOT analysis by location for local store marketing to improve sales, to rebranding from a QSR concept to Fast Casual, new product launches via LTOs, heavy franchise sales support and most recently, positioning the brand to appeal to the Middle Eastern market. That said, Fatburger has been the crown jewel of our Brand Personality Development, as evident in its reverent, pull-no-punches attitude.
Nearly 100 years of rich heritage from an LA coffee roasting icon - Apffels Fine Coffee, was the flavor of the day.
Geared was asked to update the company's brand in 2009. After taking the company through a branding process, we blended our Brand Personality Development with a Brand Refresh resulting in a more succinct value proposition (very helpful in marketing communications as well as the sales department) and a stronger "artisan" brand design. In fact, Apffels' branding is a great example of our Associational Thinking technique (one way we come up with ideas). Click here for an infographic on the ideation process.
Over these years, Geared has aided in Apffels' resurgence in the beverage industry and is currently supporting all their new up-market coffee and tea label(s) and hugely successful R&D efforts.
Like. Friend. Share. All great stuff, but who puts the parts together in the background for everyone to... well, tweet? Development is tricky business, we like to help engineer the front end (design purpose, strategy, relevant content) with the executional part of the back end. We link purpose with programmers.
National Charity League
NCL's younger members (11 to 18) needed a safe, secure way of sharing program ideas, meeting suggestions, making new relationships with other NCL members outside of their Chapters – think Facebook, but only for 20,000.
Enter Ticktalker.org. Sorry, password protected so we can't show you. This site had to apply to ages 11 and 18, no easy task. Geared conducted demographical and trend tracking research; as well as member surveys before setting the overarching site goals.
This site isn't just a pretty design, it has the ability to pull content from a members profile and then repurpose it in strategic places... what does that mean? The site is self-maintained. NCL is busy with day-to-day, important non-profit activities, they shouldn't be burdened with continually adding content to the site. We found a creative way for the site to do it on it's own.
The second half of the site is for the members that bridge out at age 18. Think Linkedin. Network with others across the country/world. The purpose is to help each other. For instance, moving to another state for college? Search the database for other members who are attending that school. Or how about their first job? Search by industry. Perhaps find a mentor or even an opportunity. A site with family benefits.
The local Orange County chapter needed an agency to help them develop a strong regional presence. Geared helped them create material for their military support units, not to mention, a new chapter website, annual report and print collateral for their disaster preparedness program efforts.
WingStop created the "wings" quick service concept, and has grown to be the largest franchise chain with this focus. When the company decided to increase market share and develop new locations in California, they needed help to step up the sophistication with their branding and messaging. Geared started with a sound, traditional approach - get to know the client and their customers, and then identify the USP's that would resonate and bring customers back for more. So Geared went to work and developed relevant brand messaging, new four wall marketing as well as "local store" programs to deliver foot traffic. Geared took the brands aeronautical flair and USP's to create in-store posters, table tents, print ads, flyers and promotions to deliver brand relevance in the California market. It worked, and the company has continued to grow even through a tough economy (and a fickle California market).
From the blood donations to burger joints, we've designed small sites with a dozen pages to sites with nearly 400 pages. Sites with custom content management systems to Wordpress solutions. They all had one important aspect – each were an extension of their brand's identity. Integrating a brands personality across all channels is key, and that's what we work very hard to achieve.
Toastmasters has over 280,000 members; over 13,500 clubs; 116 countries. Geared was asked to help create their first eLearning efforts and launch it globally.
Geared worked with the executive team reviewing materials and setting learning objectives. We wrote scripts, filmed and recorded the content, produced the "how to navigate the modules" video and designed the platform. We are pleased to say the launch was successful and the on-going efforts have been well received.
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"We had a short timeline and were able to meet every objective along the way. The final product was beyond our expectations."
Duty Executive Director
Orange County Business Journal wanted to communicate just how strong their "reach" is to potential advertisers. Here's an example of their three piece direct mail postcard campaign as well as media kit.
Hitachi Consulting needed Brand Support on multiple digital projects. Geared started with creating eblast templates that support their individual Practices' marketing efforts, then was tasked with the challenge to update the look and feel within their Hitachi Corporates global website platform.
Before refreshing the page design we started organizing content flow, usability and messaging (site and page objectives). This aided in the overall approach, as we were asked to create a new web banner campaign that would support the efforts during the same exercise.
Once completed, it was necessary to create site guidelines which would spell out how the site would be assembled (supplied to Hitachi's IT group) as well as, what type of content would be needed and how it must be communicated with respect to messaging.
San Francisco-based Dave's Gourmet makes one of the hottest sauces in the world – unfortunately, the same claim is made by virtually every hot sauce company on the market. In order to stand out we crested a couple of posters campaigns which plays off the name and the mind-altering heat of the product. This campaign is titled "Body Part" and was created for the company's retail distributors.
Luxury Motor Coaches
Four premier Motor Coaches (that’s deluxe Motor Home for us poor folks) needed a fresh new look worthy of their stature. From elegant brochures displaying literally a palace on wheels to some proposed ads that define their product offering, this brand got an "extreme luxury makeover".
Snugtop, a 50 year old California icon in the truck shells and covers aftermarket world, needed to refresh their brand with a more relevant, contemporary look. Snugtop needed dealer support materials - collateral, print ads and promotional gear. Geared started with a strategic approach and developed a design system that grouped products by OEM - helping the dealers speak to their prospects on an individual basis. We also pushed the design to match the demographics, creating a look for truck enthusiasts, the average joe as well as the workforce - resulting in a Brand Refresh that put them back on track to look like the industry leader they have always been.
One of our favorite concepts. Create a campaign advertising the Los Angeles Independent Horror Film Festival, Screamfest. This is a great example of our Association Technique (add link). What would the icons of horror look like if they watched a movie from one of this festivals inspiring new horror film makers? Pretty… darn… scared.
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Headline: Experience the next generation of scary this October.
Spray-on Bed Liners
When Line-X wanted to protect and grow their market share, they turned to us for a new print campaign plus tradeshow and showroom graphics. We made the product a hero without overselling it (frankly the stuff is so tough, it sells itself when put in the proper creative environment).
Mobile Video Game Concept
There's wrap graphics, then there's wrap graphics with messaging that revolves around the concept.
10 minutes after the client took delivery, they were flagged down on the 405 freeway by a motorist wanting to know what was "Game Squad" and to get their information - true story.
Nearly 35 clever phrases designed to differentiate the concept from their competitors (others generally have game console graphics. Here's some favs:
- The Game Squad. A great place to play games. Or an awesome place to hide from your wife.
- 16 video screens. (Our parties can beat up their parties.)
- Introducing a revolutionary breakthrough in the art of kicking butt.
- News Flash! 12 year-old kicks 34 year-old's butt. News at eleven.
- Find out what Navy Seals do to relax.
- This trailer is perfect for parties & events. (Senior's bingo nights? Not so much.)
Autobytel invented the online automotive shopping experience back in 1995. Before Al Gore even invented the Internet. Needless to say, Autobytel revolutionized the automotive industry by creating a whole new way to shop.
Geared was tasks to developed a national B2B print campaign to drive online advertising from the auto dealers. And if you know the trade magazines – you know that these ads really stand out. The B2B campaign was so successful that dealers were not only calling in to sign up… and to find out where they could get their hands on Myride's tricked out baby buggy.
This startup required all the necessary elements to get off the ground -- logo identity, stationary, package design, website, PR, go-to-market and social media strategy, retail store display (aka: shipper) and print advertising. Geared started with a branding exercise that helped put the Brand Personality Development into motion. In fact, during the funding phase potential investors were amazed that the brand was only weeks old… many thought that due to the brand's refined look and the fact that all the elements had been so thought out that it had been worked on over years.