Gates global brand guide

Taking all that we learned from analyzing data, surveying customers, and criss-crossing the continent interviewing key stakeholders, my art director partner and I created a brand and messaging guide to give Gates a new, unified personality and positioning.

"The feedback we’re getting internally, externally … you name it, has been universally positive, some of it bordering on downright ecstatic!"

Tom Pitstick
Senior vice president and chief marketing officer, Gates Corporation

A new vision

We found an ownable space in their market focused on innovation and R&D. This new positioning gave them a platform to stand out among their competitors while generating enthusiasm for transformation within Gates.

A new voice

I wrote a tone of voice guide for Gates, crystalizing how they engage and behave. I also wrote a new tagline to sum up all aspects of their new brand expression.

The mission, vision, and values displayed at Gates new corporate headquarters.

Revitalized purpose

To reestablish a sense of shared purpose across Gates's global footprint, we crafted a new mission statement that clarified what they truly stand for.

Fresh values

Inspired by the spirit of quality craftsmanship and commitment to innovation that we saw at Gates, we created a new set of corporate values, capturing an idea that gave everyone at Gates the chance to embody the values.

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New brand, banner results

A top objective of the rebranding was to attract investor interest for the company's IPO. We created an investor brochure that showed the company's true potential, helping them meet their IPO target.

Record setting revenue

The rebranding and a renewed marketing effort helped drive customer interest and energize Gates from within. In the period following the rebranding, Gates achieved a record high for quarterly earnings.

Supporting IPO success