DESIGN THAT AVOIDS TRENDS

What do you do when a company that has been a leader in a specific industry for over 40 years looks to expand into a new and growing market where they have very little to no name recognition? You get to work on a brand strategy that will communicate with this new audience while not alienating the existing customer base. Gasser Bush, one of the Midwest's largest lighting representative firms, came to SOZO | Pivotal to help them approach their manufacturers as partners in launching a new re-lighting/retrofitting marketing initiative within a new segment. In order to showcase Gasser Bush's innovative and timely thinking we created a promotional booklet titled "Stand in the Light" that was sent to nearly 20 manufacturers to solicit their help in these efforts.

The booklet was an overwhelming success with a 70% response rate as manufacturers enthusiastically joined with Gasser Bush to launch this marketing effort. SOZO | Pivotal is currently creating the next phase of identity and design — properly naming this initiative, collateral materials and a fresh website that will effectively communicate Gasser Bush's offerings in this new economy.