Rechristening a brand with game-changing insights and design

One of the industry’s leading manufacturers of sign components, Gemini Incorporated looked to expand its offering with its Duets brand of professional engraving stock. Plastic engraving substrates are used by sign and engraving companies to produce badges, nameplates and wayfinding signage for use within facilities.


Gemini had been manufacturing Duets substrates with modest success for some time, but had recently made a decision to invest in new technology and a state-of-the-art manufacturing facility to become better equipped to compete in a market dominated by a few powerful manufacturers, as well as the large volume distributors they sell through.


Following a period of illuminating research and customer insights, we used our findings to differentiate the new Duets brand, rechristening it as Duets Direct™ — a brand strategy that inherently promises value and speed of delivery, direct from the manufacturer. We were able to secure a new, intuitive web URL,, and went to work on creating a comprehensive package of high impact branding and marketing artifacts, from a logo refresh to print collateral to ecommerce website design.


Starting with a clean aesthetic that would appeal to both designers and architects, the Duets Direct brand immediately separates itself from competitors, using design to communicate premium quality, ease of use and value. Logo iterations using material types and colors portray a wide selection, reinforced by smartly written direct marketing materials and sharply designed swatch books with removable samples that offer enhanced utility at point of sale and let the materials shine.


To launch the new offering with impact, we staged a sophisticated promotional launch including online and print advertising, direct mail marketing, PR and editorial media presence, and a trade show launch that took the industry by storm. The brand has been exceptionally well received by customers looking for an alternative to the largely-monopoly suppliers (who have anxiously responded in their own marketing efforts). If immediate, positive customer response and nervous competitors are any indication, all signs point to success for Duets Direct.

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