Emboldening the Made True concept with print advertising

A leader in the wholesale manufacture of dimensional letters, logos and plaques, Gemini looked to us to extend the Made True concept through a creative ad campaign that honors the heart and soul of their company.


As established, Made True represents the highest ideals of quality, integrity, craftsmanship and Gemini’s work ethic. To us this means Made True is embodied as authenticity.


Representing authenticity

The campaign reflects the hardworking men and women of Gemini who handcraft the unique signs and letters with skill and precision. Authentic imagery of people in their manufacturing environment encompasses Gemini’s product quality and stand-behind philosophy.


Creating authentic look and voice

We altered the photography for a unique treatment to enhance the authentic flavor, and highlight the toughness, endurance and grittiness that is inherent in the Gemini work ethic and brand. We used this “signature treatment” to provide a recognizable tie across different media and to support the intent of the message. Powerful headlines (thoughts) that humbly reinforce the authentic Made True voice.

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