Gray Solutions
Challenge
Gray Solutions, a system integrator, is changing smart manufacturing by rethinking how efficiently consumer goods are produced. They were seeking a new brand identity and digital presence that reflected their unique approach to the industry, and came to us to help them stand out from the pack.
Solution
After speaking to dozens of former customers and partners, one differentiator rose to the surface for Gray Solutions—their people. Their willingness to push beyond expected solutions to find the right answer, not the easy one, truly differentiates the organization from their competitors—and became the foundation of their new brand.
Services
Brand Strategy
Content Strategy
SEO Strategy
Creative Services
Production Services
Analytics
Let Curiosity Lead
Gray Solutions is a collective of unconventional thinkers who thrive on pushing boundaries and embracing challenges that others run from. Skilled in automation, OT design, robotics, and data, they’re always ready to tackle any hurdle head-on, asking questions others don’t and finding solutions others can’t. To align with this innovative and non-traditional systems integrator approach, a brand reinvention was essential.
In a sea of boring blue and red B2B brands, we took a different approach. The team at Gray Solutions is bold, smart, and most of all curious; in fact, we identified that trait as the key to standing out. For the new brand, we rebooted Gray Solutions with a palette that would feel modern and unexpected, utilizing dark colors enlivened by bursts of Malachite green which is formed under deep pressure underground, only visible to the truly curious. We paired this distinct visual world with a new tagline, “Let curiosity lead,” which captured the brand’s insatiable desire to push beyond the way things have been done historically and find the right solution for the moment.
Results
The revamped site delivers intuitive wayfinding and fresh content in a visually arresting design with a voice that’s confident and likes to have a bit of fun. With an emphasis on engaging, shareable content and an open door into their culture, Gray Solutions’ digital presence reflects the curiosity and elegance of their engineering solutions.