Bringing a Complex Brand Family into Focus

Gresco’s expanding businesses needed to look related without losing what made each useful to its customers. I directed work across connected websites, shared commerce, launch communications, and exhibition design, bringing a complicated brand family into a clearer experience online and in person.

I helped establish the common visual direction, then worked through how it should adapt across the individual businesses. That meant organizing product and vendor imagery, refining brand standards, and keeping different stakeholder priorities visible during reviews. The challenge wasn’t to make everything identical. It was to give customers enough consistency to recognize the family while understanding which part of the business served their needs. A shared direction gave our team and outside partners something concrete to build against.

I worked with developers and the third-party platform partner to carry that direction through the connected websites and shared store. Product information, imagery, file naming, and navigation had to remain consistent across a substantial amount of material. I coordinated reviews and handoffs, keeping the visual decisions connected to what the platform could deliver. Video, email, and social supported the launches, introducing the updated experience and helping customers understand the tools available for finding products and requesting quotes.

I extended the same thinking into modular trade show exhibits, using floor plans, to-scale visualizations, and fabrication-ready graphics to organize products and live demonstrations. Stakeholders could evaluate the physical experience before production, and sales had a clearer way to present the business. Across the engagement, the digital audience grew and the exhibits supported substantial customer interaction. I kept the brand recognizable through the interfaces, large-format production, and launch materials, coordinating the people and vendors responsible for bringing each part to life.