BrandExtract Drives Global Rebranding Strategy for GSE Environmental
March 13, 2012
Houston Brand Experience Firm Launches New Global Brand Identity For Geosynthetics Leader Following IPO
HOUSTON — (March 13, 2012) — Integrated branding and marketing firm BrandExtract, LLC, partnered with GSE Environmental (NYSE: GSE) to launch the company’s new brand identity following GSE’s listing to the New York Stock Exchange on Feb. 10. After performing a thorough assessment and rebranding process, BrandExtract helped create a brand identity to better represent GSE’s worldwide capabilities, products and expertise in the geosynthetics industry.
“This new brand captures the foundation of GSE’s successes as they enter this new phase,” said Bo Bothe, president and CEO, BrandExtract. “The leadership team at GSE and their ambitious plans for growth have truly transformed the company, and we’re honored to have partnered with them.”
The rebranding process began in June 2011 as BrandExtract employed its Brand Assessment process to determine the look, feel and voice of the new brand. The process employed surveys, interviews and market research in three languages among the company’s stakeholders across multiple countries and focused on the company’s ability to create durable, innovative solutions that protect the environment through collaboration with customers around the globe.
“We’ve grown into a global company that’s capable of doing bigger and better things,” said Steve Eckhart, GSE Global Director of Marketing. “Our partnership with BrandExtract helped us launch this global rebranding initiative that better represents who we are and what we're made of."
Bothe added that the brand assessment and development process yielded a much clearer focus on GSE’s brand identity, strategy and value proposition. This resulted in a name change for the company from “GSE Lining Technology, LLC” to “GSE Environmental”, and also the company’s new tagline: "Durability Runs Deep."
Originally founded in 1972, GSE is the leading global provider of geosynthetic lining products and services used for landfills, mining operations, power plants and other civil and industrial applications.
The new brand project also includes an updated GSE logo, new graphic standards, tagline and messaging, marketing collateral and a newly designed website managed by BrandExtract's SAM site management software.
About BrandExtract, LLC. BrandExtract is a brand experience firm that provides savvy business solutions that help clients create, transform and grow. The company analyzes all customer touch points — from operations and service to promotions and sales — to help clients understand and manage their entire brand experience. The firm then provides sound, strategic counsel combined with engaging creative solutions that deliver measurable results. Visit BrandExtract.com for more information.
About GSE Environmental GSE Environmental is a leading manufacturer and provider of geosynthetic lining products and services with a worldwide presence in the following markets: agriculture, aquaculture, canals, civil, golf courses, mining, power, storm water retention, waste containment, wastewater, and other industrial applications. Headquartered in Houston, GSE has global manufacturing and sales offices in the United States, Chile, Germany, Thailand and Egypt. GSE is a publicly traded company on the New York Stock Exchange under the ticker symbol “GSE.”For more information, please visit gseworld.com.