From First Impression
to Market Traction
Brand
Year
Team / Unit
Tags
GEC
2024
ID8NXT
Tech Marketing, Saas, Product Development
CHALLENGE
Over the years, Galiakotwala Engineering Company (GEC) has built a strong legacy in industrial innovation. However, their existing branding didn’t align with the current capabilities and future goals. The brand wanted to modernise their visual and verbal branding that could bridge its industry experience with global ambitions. The challenge was to approach the engineering company rebranding without losing the credibility built over decades. The new industrial brand identity design should simplify the company’s offerings to high-level stakeholders without losing the authenticity of the brand’s history & values.
STRATEGY / BIG IDEA
I envisioned the theme of rebranding as legacy meeting innovation. So, our goal for engineering company rebranding was to position GEC as a modern engineering leader grounded in values, sustainability, and trust.
Working closely with our strategy and design teams, we wanted to build a cohesive brand system combining clarity with depth. The B2B industrial branding storytelling framework focused on narrating the journey from moving from legacy and expertise to proof, innovation, and future readiness.
EXECUTION
The execution focused on building a complete system to support the engineering company's rebranding, not just isolated assets. So, my team and I built a comprehensive brand book that defined the visual and verbal identity of GEC.
• Defined tone of voice, visual language, and scalable design systems for print and digital.
• Delivered a structured corporate brochure design for B2B to simplify product storytelling.
• Inspired by ABB and L&T, the designers worked on a clear and friction-free UX/UI for industrial website.
• Interactive timelines, sticky specs, and case study modules were integrated into the website.
• Consulted the team for content structure and narrative flow to establish tone consistency.
OUTCOME
The engineering company's rebranding brought consistency across all touchpoints, helping GEC to present their brand image as they wanted – a strategic balance between tradition and modernity. The complex, technical information was transformed into simple and easy-to-understand language without losing the technicality. The improved UX/UI for industrial websites and refined corporate brochure design for B2B positioned GEC as a purpose-driven industrial leader prepared for the future.