“This company is 100 years old. How do we tell our clients we are still moving forward?”
Globe Corporation was founded in 1901 and over the decades, this family owned corporation evolved with the times and market opportunities. Yet, with such a long and successful history, the Globe Corporation had yet to build a brand looking toward the future.
Our challenge was to gain a deep understanding of their history; to appreciate the beliefs that created the company and continue to drive it today; and to help solidify its focus moving forward. We started with qualitative research to provide guidance in the development of a corporate brand strategy. The strategy rested on the rich history and the company’s ability to lead into the future. First and foremost the brand was launch internally to set the tone of the culture for their second century of success. Externally, it was a celebration of what had passed and what was to come.