Eric GoldsteinFounder of G5 Agency
Who is G5 Agency?
The most difficult task with G5 Agency was helping them define who they were. This is common in branding projects. Usually either a company has lost sight of who they were that got them where they are today, or are brand new and have never defined themselves. But there also companies who have matured and have expanded their visions. G5 Agency was such a company. The challenge here was to help them focus their ambitions. We did this through conversation and tools such as internal surveys, questionnaires, and envision future challenges.
Bringing all the character into one mark.
After an extensive discovery phase, and having defined the brand voice and character, we moved into logo design. While we explored different directions, we eventually returned to the combination ‘G5.” The shapes of the letters had the right feel, with soft curves that reflected the warmth of the G5 team, and a flow and connectedness that reflected how they communicated with customers. After several iterations we finally hit upon a mark that had everyone excited. It felt like the entirety of the G5 personality and vision had merged into one symbol.
The color of G5's character.
After settling on a mark, we moved into color. We knew from the start that color would play a huge role with translating the G5 brand. Utilizing only letterforms, without the aid of a more literal mark, emphasized the importance of color. We spent considerable time with the G5 team discussing the archetype of the company, and relied on findings from discovery to validate our intuition. Eventually we came to a color that felt fresh, vibrant, and raised the mark to another level. After typography was considered and added, a final logo was born.
Revealing the G5 brand to the world.
Finally, after a full discovery phase and a successful brand engagement, we concluded the project by designing and developing a custom website for G5 Agency. The site brought everything together. The voice of the brand came through the warm copy. The colors were utilized against a white background, making them appear even more crisp and vibrant. Images were chosen that were inviting and reflected the hometown, neighborly feel of the agency. And because the team at G5 Agency is small and we know how days get busy, we assured that the site was easy to update and clear tutorials were given after launch. Like all of our client relationship, we promised we’d always be here if G5 Agency needed us. We’re certainly grateful for the partnership.