GTP Management Services International is a leading trade show organizer for those specializing in technical sales for the biotech and research science industry. The company organizes multiple trade shows each year with its website functioning as the central hub for its business operations.
When GTP Management Services International came to us, their website was more than a decade old. Needless to say, a lot has changed in ten years, not only for the company, but throughout their industry and in the broader digital landscape.
In March 2020, we worked with GTP Management Services International to craft a coherent brand identity and new website that’d match their growth and modern aesthetic — a process crucial to any business’s continued success.
If you’re considering a rebrand to ensure your branding is both modern and representative of your evolving company, it can be helpful to understand what that process looks like. What follows is a before and after of our work with GTP Management Services International.
See how we transformed their logo from outdated to strong, established a relevant and powerful brand identity, and revamped their website to serve customer needs and convey a more modern feel.
Before tackling the website, we worked with GTP to establish a new brand identity.
Logo: From outdated to strong
Before
GTP’s logo needed refreshing.
Just like fashion, design trends evolve over time.
The client’s previous logo was type-only with heavy drop shadows. Instead of reading as one company, it came across as two separate thoughts because of how the two areas of type were stacked. Without hierarchy (‘GTP’ and ‘Management Services International’ being the same weight and size), their logo didn’t intrigue the eye. It was unclear how the abstract dots pattern represented the company, and the dark color palette felt outdated.
Getting clear and specific about what’s not working lays a foundation for making effective changes: decisions about what will work going forward.
After
We opted for a fresher color palette of dark green, light green and light gray, along with a new sans serif font that feels much more modern than the previous serif type.
We balanced the hierarchy of ‘GTP’ and ‘Management Services International’ to direct the eye, and framed the company name inside a badge-shaped emblem to communicate strength, leadership and safety, while giving a classic feel to the logo. Finally, by including the founding date of 1988, the logo gives a nod to the company’s heritage and reliability.
Armed with a new brand identity, the website was next.
Website
Deep Dive
The project began with a deep dive into required content and functionality to drastically improve user experience.
GTP Management Services International organizes about six to eight shows a year with each promoted on the website. In addition to detailed logistical information about the shows, exhibitors reserve and pay for booth space through the site and show attendees register online. Therefore, a significant amount of backend programming was required.
Revamp
GTP’s new site includes an admin side, where GTP Management Services International logs in to retrieve reports about booth space reservations, payments and attendee registrations.
The new site also includes biotech and bioscience photography. Before, their site had no photography and was type-only on a dark background. After working with JonesHaus, GTP’s new site features updated typography and plenty of white space for a clean, modern feel.
Website redesigns are essential for growth. Technology and design trends are always evolving, websites have, on average, a 3-year shelf life.
With an outdated website, customers will assume your products and services are also out of date, and they might look elsewhere. Your website is a reflection of your business, and it’s often the first impression you make on a potential customer.
Is your website due for a redesign?
Is now the right time to refresh your brand?
Schedule a free 30-minute branding strategy session with us. We’re here to help.
CREDITS
Website: gtpmgt.com
Copyrighting & Project Management: K.B. Taylor Marketing
Website Development: The Dev Department
Platform: WordPress