BRAND STRATEGY • BRAND IDENTITY • DESIGN • COPYWRITING

Booz Allen

Mercury GSE

BRAND STRATEGY

BRAND IDENTITY

DESIGN

COPYWRITING

VMware

Mercury GSE’s brand identity, refueled

Aviation ground support equipment supplier Mercury GSE always went the extra mile to keep its clients on time—but its brand visuals and messaging were lagging behind.

Using The Craftsman methodology, we analyzed the competition and dug deep into the brand’s goals. With these insights at hand, we chiseled away at the old visual identity and narrative. What did our brand work reveal? Mercury’s rich heritage and vision of speed, reliability, and strength.

ELEVATING THE BRAND

Mercury GSE wanted to match its first-class mission: To deliver premium equipment services and unrivaled support. This created the structure for every element of our work.

Demonstrating the value of true visibility with a fun, competitive game.

OLD LOGO

LOGO EXPLORATION

NEW LOGO

The visual identity: A complete overhaul

A new logo wasn’t part of the Mercury GSE team’s initial ask—but after we showed them our version, they saw what a game changer it would be. The bold new wingtip logo not only catches the eye on the tarmac, it acts as a window into the Mercury GSE value.

Root Cause Analysis,
Gamified

How can you easily capture the IT audience’s attention and show the value of VMware vRealize True Visibility Suite’s root cause analysis? Make a branded Minute to Fix It game!

We not only came up with the idea, we created the interactive game from start to finish for both mobile and desktop. To cap it off, we made click-worthy assets to promote it on social, earning top scores for engagement. Who wouldn’t want a chance to beat the clock?

Next up: A Striking color palette. Cleaner typography. A cool look for the photography. And, of course, custom-crafted elements like the airport satellite background and equipment illustrations.

3 min

AVE. PLAYING TIME

142K

LINK CLICKS

RETURN USERS

50%

A Minute to Fix It

Our game showed the benefit of full visibility when looking for an issue’s root cause in a fun, quick way. The world is also a joy to explore, with lots of mesmerizing details included in our custom illustrations.

We have takeoff

To help the brand take flight, we transformed the Mercury GSE website, created social campaigns that landed with impact, and showed the new brand off at global events like GSE Expo.