Broadening an icon's borders.

By historical measure, anything lucky enough to go icon will do best by serving its own status quo. To fiddle with that is to risk destabilizing the delicate nature of its following. ICON had the former—and felt they needed to attempt the latter. Naturally, they came seeking GCNY.

We have seen and guided such journeys before. Over the course of a year, we took ICON from a Brooklyn company to a national resource sought out by the greater American development community. Turns out, the definition of icon is expandable after all.

What we did
  • Advertising
  • Brand Identity
  • Brand Positioning
  • Brand Strategy
  • Campaigns
  • Digital Marketing
  • Email Marketing
  • Media Buying
  • Naming
  • Outdoor Media
  • Packaging
  • Photography
  • Print Collateral
  • Printing
  • Research
  • Signage & Environmental
  • Social Media
  • UX/UI
  • Video & Motion
  • Websites
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  • A brand owning its adolescence.

    We found a company ready to take its next huge stride; to build out its full services roster and complement its portfolio of projects with a slew of national, marquee assets. We had the coveted task of taking the brand there without damaging its sterling reputation back home in NY.

  • Giving design a destination.

    What was formerly an interior design studio was now a design-build firm. We infused the brand with a sense of purpose: every line of every sketch, every suggestion for every material, draws a straight line to the final constructed reality. From that kernel, we grew an entire identity, replete with a visual befitting a national maker known to the masses. By executing on their vision, we helped connect their market shift to their business objectives. Now, ICON is a strong, interactive brand well understood by the general public and instantly recognized as the icon it is.

  • Results

    • 4x

      Growth in serviced territories

    • 1.6x

      Increase in staff size and scope

    • 7x

      Boost in revenue since inception

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  • Broadening an icon's borders.

    By historical measure, anything lucky enough to go icon will do best by serving its own status quo. To fiddle with that is to risk destabilizing the delicate nature of its following. ICON had the former—and felt they needed to attempt the latter. Naturally, they came seeking GCNY. We have seen and guided such journeys before. Over the course of a year, we took ICON from a Brooklyn company to a national resource sought out by the greater American development community. Turns out, the definition of icon is expandable after all.

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  • A brand owning its adolescence.

    We found a company ready to take its next huge stride; to build out its full services roster and complement its portfolio of projects with a slew of national, marquee assets. We had the coveted task of taking the brand there without damaging its sterling reputation back home in NY.

  • Giving design a destination.

    What was formerly an interior design studio was now a design-build firm. We infused the brand with a sense of purpose: every line of every sketch, every suggestion for every material, draws a straight line to the final constructed reality. From that kernel, we grew an entire identity, replete with a visual befitting a national maker known to the masses. By executing on their vision, we helped connect their market shift to their business objectives. Now, ICON is a strong, interactive brand well understood by the general public and instantly recognized as the icon it is.

  • Results

    • 4.6x

      Activation rate of new prospects

    • 1.6x

      Increase in staff size and scope

    • 7x

      Boost in revenue since inception

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Centers Plan for Healthy Living
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Centers Plan for Healthy Living
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