Founded in France in 1963, GSF has a global presence with a strong footprint in the Midwest. As GSF saw trends change within recruiting, management, budgeting and communication, they needed a clear and coherent brand to drive standardization and expand their presence across the United States.
Otherwise embarked on a brand strategy process that included working sessions with management, conversations with local teams and clients, numerous site visits and secondary research to build a competitive landscape. Through this process, it was clear that GSF was proud and passionate about their deep experience, professionalism, straight talk, and — perhaps most important — their people. The new tagline: We care about clean reflects that pride, tenacity and vigor.
The brand strategy laid the foundation for a detailed marketing plan, which Otherwise executed to provide print collateral and a new website that reflect GSF’s values and attributes. The collateral focuses on personal stories told through the experience of GSF staff members, across a broad range of facility types from school districts to hospitality entities.