Gemic

Designing an ownable and scalable brand identity for a growth consulting firm.

Creating an ownable brand language.

Gemic’s strength has always been its distinct approach — blending social science with strategy to reveal the cultural forces shaping markets. But while their perspective is rare, the market around them isn’t. Consulting is booming, and with nearly one million U.S. firms in the field, the signal-to-noise ratio has never been lower.

In a landscape this crowded, a brand can’t just be consistent — it has to be unmistakable. It needs a point of view competitors can’t imitate and a system teams can activate every day. Our work gave Gemic exactly that: a brand language they could own at every level.

Using visual tension to tell a story.

The visual system was built around the core tension at the heart of Gemic’s work — the meeting of raw human insight and rigorous strategic analysis. That duality became the engine of the identity. Textures, candid imagery, and collages sit in deliberate contrast with precise geometry and minimal, disciplined compositions. The result is a design language that makes Gemic’s value not just visible, but felt.

Optimising brand usability.

Because strategists, not designers, use the brand every day, we treated the identity as a usability problem. The result was a set of intuitive tools, assets, and design elements that made high-quality storytelling the default.