- website:
Problem
Guertin Coatings, Sealants and Polymers (Guertin) has, for over 50 years, been one of an elite number of Canadian manufacturers of “environmentally friendly” powder Paint. Over the years, Guertin Bros. became a market leader by investing extensively into research, development and modern production technology. A policy of hiring experienced chemists over the years, has enabled the company to develop and introduce new chemistries to its markets with a proven solutions driven approach.
Guertin approached Velocity to re-brand the company and to celebrate its upcoming 60th anniversary. The brief was to create a new brand to take them from the 1940’s and into the 21st century and eliminate all of the negative connotations that are associated with that. One of the major problems we faced was the size and scope of the company. After many years of innovative research the company had expanded from providing their own lines of house-hold paints into offering high solids coatings, sealants and caulking materials for the agricultural, electrical, transportation and construction markets was developed and introduced.
Solution
We wanted the new brand to consolidate the entire product line into one recognizable brand. This began with amended the company name from Guertin Bros. to Guertin Coatings, Sealants and Polymers. This immediately pulled them away from the traditional concept of a family owned company and gave them a modern, direct and innovative spirit.
The logo then followed and was designed not only to empower this consolidation but to mimic the mixing of powders and liquids. The logo was carried forward to stationery, signage, brochures, binders, packaging, hats and shirts. Velocity utilized actual staff and family members in the photoshoot which gave Guertin an updated and modern brand. We have also produced a trade booth and a close to complete the new website.
Services
Brand Audit / Brand Evaluation / Creative Direction / Art Direction / Project Management / Corporate Logo Design / Business Stationery Design / Sales Folder Design / One Sheet Design / Corporate Signage Design / Copy Editing / Product Brochure Design / Direct Mail Design / Concept Development / Campaign Management / Product Label Design / Trade Booth Design / Wearable Design / Website Design / Website Programming / Website Content Management Development / Website Content Management Training / Production Planning / Print Management / Print and Production Quoting / Press Proofing / Proof Reading / Photography
Results
The new brand has made a staggering impact of the culture and moral of the company and it’s staff. Being in such a competitive industry it is imperative that the brand communicates the personality and the values of the company in a positive and memorable light.
The brand has allowed Guertin to dispel any of the negative connotations of being a 60 year-old family owned company and can now reposition themselves within the paint market. They have recently been sold to clover dale paints for an undisclosed amount.
Testimonial
Phil Guertin, CEO
“Velocity re-branded our company for our 60th anniversary. We required bold, fresh, and new imagery and messaging and Velocity delivered with top-notch creativity and professionalism. They provide all the services, including web site design, so we got full brand management through one point of contact.
Velocity took the time to learn about our business and customer base. This attention to detail and obvious zest for what they do enabled them to create and deliver the kind of branding that’s required to take us into the next 60 years of our company’s growth.”