Gibraltar Industries is a leading manufacturer and distributor of products for the agtech/renewables, infrastructure, and residential markets in North America. Historically, its Growing & Processing (G&P) team focused on providing structures to greenhouses, conservatories, retail garden centers, and universities. With two significant acquisitions in the cannabis growing and processing technology market, the G&P group was poised to move beyond simply supplying greenhouse structures to providing turnkey greenhouse and botanical oil extraction solutions.
The brand strategy had to set the group up to achieve its goal: become the leading agtech solution provider in controlled environment agriculture. With six brands coming into the fold, the challenge was to define a credible and compelling brand that spoke to diverse audiences, and resonated equally with farmers, researchers, and cannabis growers. We also needed to determine the right brand architecture solution to bring together the disparate collection of brands in the market.
Our research led us to create a new master brand for the G&P group. This unified go-to-market strategy allowed us to leverage the history and expertise of the legacy brands across the entire value chain–from soil to oil–while building equity around a single entity. “Growth rooted in partnership” became the unifying concept for the brand, speaking directly to both business executives and farmers on the ground. The design system, built around a bracket, represents an attention to detail that makes partnering with G&P unique. It’s bold and clear, like the brand and like their goals.
This new brand is about more than combining six companies; it’s about adding value through this integration, and making an impact on employers, customers, and communities. It reflects the company’s desire to guide clients’ businesses and the industry into a more sustainable future.
The new brand, Prospiant, launched in May of 2021 to high praise from employees, customers, and the industry. Uniting the brand in the market has been a tremendous benefit to the business, as has offering a unified story for employees across the organization.