Geist

Headquartered in Lincoln with offices worldwide, Geist is a manufacturer of power, cooling, and monitoring equipment for data centers. With multiple product lines and sub-brands, Geist partnered with UNANIMOUS to create tighter alignment between the brand and its sub-brand. The new brand strategy included an updated logo, naming conventions, brand guidelines, and tagline, as well as enhancements to the website.

Branding & Website Objectives

Evaluate and determine if a house of brands was in Geist’s best interest for the long-term
Create a logo architecture based on the brand strategy
Provide a mission, the core values, brand promise, and tagline that the Geist team could embrace and gain buy-in
Address immediate website pain points with content, viewing, PDFs, and so forth that had a direct impact on customers and sales
Continue to integrate with SalesForce, Mail Chimp, Get Hub, and the PDU Finder catalog

Branding & Website Results

The brand was aligned with a branded house branding architecture
The new mission, values, brand promise and positioning have been updated and embraced by the team
Clean, organized, user interface and simplified main navigation from 9 to 6
Improved internal management of the CMS
Over 10,000 website visits per month
On average 3 minutes per visit and 4 pages per visit
60% of traffic is from organic search

AMA Prism Award Winner

Brand Architecture

UNANIMOUS conducted a full inventory of Geist’s brands, including history, strengths, competition, and market position, as well as an audit of marketing materials. Evaluation and research led UNANIMOUS to take Geist from a house of brands to a branded house with the primary focus on the Geist brand.

Geist has been providing solutions for over 65 years and has grown into a prominent player within the data center market. The Geist brand carries a strong reputation of high-end power products customized to very particular customer needs and delivered with unmatched speed. The brand speaks to quality, reliability and service. A branded house would leverage Geist’s brand equity and quality perception across all complementary product lines. There were also other benefits:

Brand has more visibility with less cost involved
Promoting “solutions” or cross selling services becomes easier
Marketing and ad spending efficiencies
Simplifies messaging to employees, customers, analysts, agents, and distributors
Better aligns organization internally and externally

The brand alignment strategy included an updated logo, naming conventions, brand guidelines, core values, brand promise, and tagline – Future Thinking. Solutions Today. The strong cohesive structure and color palette of the logo creates an instantly recognizable architecture for Geist and its comprehensive system of products and services.