1st Place: Brand Identity
Deep Roots, Fresh Growth: The Gilbert Architects Brand Evolution
In spring 2025, Gilbert Architects unveiled a strategic rebrand following its acquisition by Garmann Miller. The goal: affirm continuity while signaling evolution. With the theme “Deep Roots, Fresh Growth,” the campaign balanced legacy with momentum, showcasing Gilbert as confident, enduring, and future-focused. The Challenge Post-acquisition, stakeholders feared Gilbert’s 37-year identity might vanish. Internally, the firm needed to preserve trust and unify staff. Externally, it had to stand out among generic AEC brands and reassure clients that Gilbert’s leadership, mission, and service remained intact. The Solution Using internal audits and team feedback, Gilbert built a refreshed identity rooted in its values. A new logo, bold color palette, and updated messaging reflected wisdom and growth. “Deep Roots, Fresh Growth” became both theme and strategy—symbolizing continuity with a clear forward direction. Execution & Impact Gilbert launched a redesigned website, updated collateral, and sent clients branded planter gifts reinforcing the rebrand’s message. Internally, celebrations, new templates, and a company store built enthusiasm. The brand debuted at a trade show, where—for the first time—no one asked about the acquisition. Campaign stakeholders: Sara Wolf, Jamee Thobe, Doug Rentz, and Kyle Cross
RESULTS
+27% web sessions +22% engagement & session time
+247.7% reach
+42% impressions +60% reactions +300% comments
+802% reach
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