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.

    Before

    After

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