How design helped this company
Precious metal recovery is not exactly an industry oozing with design from creative agencies. Nor is it a service that is particularly appealing from any point of focal view.
In 2002, Gemark Corporation came to Ashworth Creative for help. They were a company going through some heavy changes, one of those being the need for a new logo. The result was an international brand.
Gemark Corporation is an international company with over 25 years in operation has created many innovative techniques and industry firsts. Since the company’s foundation in 1981, it continues to operate as the nation’s leader in the recovery of precious metals. They also destroy documents and recycle different products. Their plants are eco-friendly, with the ability to produce electricity to sustain them and provide extra for the outlaying grid.In 2002, Gemark was going through an array of different changes. The main catalyst of revenue, silver extracting and eco-friendly destruction of polyester from film rolls began to slow done due to the influx of digital photography. To keep revenue up Gemark introduced Gemark Alloy Refining Corporation to service the manufacturers of dental alloy, jewelry as well as post-consumer metals.
It was the early days of Ashworth Creative. The challenge of a new logo for an international company, with services that held it above most within it’s industry, was the perfect task.Within this change was the need to solidify Gemark’s brand in an attempt to increase their market share in the industry. Ashworth first started with the logo. For Gemark it was important to stay with their roots, a precious metal recovery business. Though Gemark also wanted to appeal to large corporations as professional and respectable. Gemark wanted a logo that depicted their specific niche within this market, being able to take metal objects that were going to waste to giving them value once again.
Ashworth Creative knew that they had quite a daunting task in front of them. Giving a precious metal recovery business a look that not only helped show what they were all about but also making sure that it had a professional taste to appeal to larger corporations. As the first round of design came through, we were able to fix in our design the idea of showing the actual recovery process.
“I wanted to express the concept that Gemark takes products containing metal, that were trash, and creates value, and something greater with them, within the logo. With that in mind I wanted to also keep it clean, and simple, that way making an instant impression upon the individuals it came across”, says Isaac Ashworth, Creative Director at Ashworth Creative.
The new logo that was developed gave Gemark a refined, simple, and strong image. With the new logo in place ad deadlines started emerging. Direct mail pieces were designed. Trade show booths were upgraded. New stationary was introduced. The website was recreated. Trucks were given decals. This new look was consistently carried across all of Gemark’s materials to successfully brand them. The brand is the perfect complement for Gemark. Trudy Batelic, administrator of Gemark Corporation said, “Our services are recognized nationally and now our logo and look is too!”
With the new logo in place, and fantastic results coming from the changes that were made, our phone began ringing and has not stopped since then, with calls from Gemark to continue business. “There is not a week that goes by, that I am not in contact with at least one individual from Gemark, talking about the next new project”, says Phil Berardi, Project Manager for Gemark Corporation.
Since that time Gemark has increased their market share in the industry and has elevated the design standards within their industry. Gemark has advanced to become a leader in their field with individuals from all over the world, seeing their look.
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