Geneia

Brand Evaluation, Naming, Re-Branding

Jan 2024 

We embarked on a comprehensive branding journey to create a unified identity for a parent (umbrella) manufacturing company, with emphasis on two product sub-brands - epoxy and fast set concrete. Our goal was to establish a transformative and visionary parent brand, while holistically crafting the identities of its sub-brands to align with its overarching mission. The positioning is rooted in the belief that revitalizing and optimizing spaces—both aesthetically and functionally—holds the power to create extraordinary results.

ABOUT THE NAME
We went through a naming brainstorm and testing process. We came up with the name Geneia, derived from the Greek word for “being born,” perfectly encapsulating the brand’s essence: creating and transforming. It speaks to the brand’s mission of bringing new ideas to life and giving new energy to spaces, while reinforcing the creator and magician archetypes.

ABOUT THE VISUAL IDENTITY

The modern, fluid icon is led by a smooth, soft “g” letter element, conveying adaptability and innovation. The design subtly resembles a puffin bird, symbolizing the Geneia founders’ Icelandic roots and values of resourcefulness and renewal. Layers within the icon highlight the liquid, transformative nature of the brand’s products. The warm, balanced color palette—featuring yellow for optimism and creativity, orange for friendliness and innovation, grey for reliability and balance, with supporting tones of black for sophistication — reinforces the brand’s friendly yet professional personality.

Brand Visuals & Applications

We created consistent, on-brand communications to lead the brand forward and connect with the target audience. Geneia’s key personas include distributors seeking to grow their market share, contractors needing reliable and efficient solutions, and designers or architects specifying premium products. Our focus was on designing a promotional brochure, presentation template, and pail labels—all crafted to effectively communicate the brand’s innovative and transformative identity while addressing the needs of these audiences.