Greenbrier recognized the need for a cohesive brand identity amidst today’s business environment. In response to fragmented branding from mergers and acquisitions, we initiated a comprehensive rebranding strategy in 2019. This strategy was designed to bring together multiple legacy brands under a unified identity.
A brand was more than just a logo and Greenbrier worked to:
- Unite all of our companies under one strong, globally recognized brand.
- Respect and maintain local brand equity in the communities we serve.
- Unify our company message to reflect our core values.
- Help customers associate all of our brands as one connected company.
- Strengthen the Integrated Business Model.
- Build greater industry brand recognition.
- Create a branding platform for future growth.
Greenbrier’s Brand Transformation
Hover over graphic to view now and then.
Background Graphic
Brochure
Website
Logos
To achieve this, we executed a phased rebranding strategy with five key stages: announcement, digital assets, external announcement, physical assets and ongoing management.
A significant aspect of the digital assets phase was the thorough refresh of our style guide. This transformation included rebranding the color palette to help customers easily identify our products and services.
Digital and print advertisements were revamped to build brand, product and service awareness.
Additionally, map designs, collateral materials like one-pagers, trade show booths, email signatures and video call backgrounds were all updated to reflect the new brand identity. New PowerPoint templates and product tech sheets were also developed for this rebranding effort.
Then
Now
This comprehensive approach transformed our organization, marking a new era as we updated branding assets and legacy documents. Developing a forward-thinking strategy that honors our legacy and adopts a cohesive vision for the future was essential to effectively unifying our message while maintaining the distinct values of each brand.
