Gemic
A record-breaking brand transformation
Role
Senior Designer
Team
Jun Lee (Partner)
Harper Hagedorn (Partner)
Benjamin Pape (Developer Lead)
Timeline
March–December 2025
Tools & Skills
Brand Strategy
Brand Identity Design
Motion Design
The Challenge
Gemic was facing internal and external brand pressures
Gemic is a strategy consulting firm at the intersection of social science and management consulting. In 2025, the brand was facing fragmentation and a saturated market.
Internal Pressure
The firm's reorganization to a vertical-based model led to internal fragmentation.
External Pressure
A growing and diversifying consulting market forced Gemic to re-evaluate its position and value.
The Challenge
Gemic was facing internal and external brand pressures
Gemic is a strategy consulting firm at the intersection of social science and management consulting. In 2025, the brand was facing fragmentation and a saturating market.
Approach
I built a framework that centers the brand around the combination of social intelligence and commercial strategy
Brand System
A comprehensive brand system
Gemic's blend of human insight and rigorous analysis comes through in the design: candid imagery and raw texture set against geometric patterns and structured grids.
Brand System
A comprehensive brand system
Gemic's blend of human insight and rigorous analysis comes through in the design: candid imagery and raw texture set against geometric patterns and structured grids.
Internal tools
A flexible collage system built and maintained through a custom internal tool
I built a custom internal tool that allowed anybody to easily replicate our branded collage graphic.
I built an internal tool that lets users upload photos to create on-brand collage assets.
I built an internal tool for our team to easily create on-brand collage assets by simply dragging and dropping photos.
Internal tools
A flexible collage system built and maintained through a custom internal tool
I built a custom internal tool that allowed anybody to easily replicate our branded collage graphic.
Website
A refreshed online presence
The new brand strategy and identity helped catalyze Gemic's marketing and communication efforts, like a new website and social campaigns.
Website
A refreshed online presence
The new brand strategy and identity helped catalyze Gemic's marketing and communication efforts, like a new website and social campaigns.
Results
Record-breaking success followed
Gemic saw tangible results from this brand transformation.
Gemic's best-ever sales year
Launched internal and external comms campaigns
Increased collaboration across teams
Role
Senior Designer
Team
Jun Lee (Partner)
Harper Hagedorn (Partner)
Benjamin Pape (Developer Lead)
Timeline
March–December 2025
Tools & Skills
Brand Strategy
Brand Identity Design
Motion Design
Results
Record-breaking success followed
Gemic saw tangible results from this brand transformation.
Gemic's best ever sales year.
Launched internal and external comms campaigns.
Increased collaboration across teams.
Internal tools
A flexible collage system built and maintained through a custom internal tool
I built a custom internal tool that allowed anybody on the team to quickly create branded collages across different contexts.
I built an internal tool that lets users upload photos to create on-brand collage assets.
Results
Record-breaking success followed
Gemic saw tangible results from this brand transformation.
Gemic's best ever sales year.
Launched internal and external comms campaigns.
Increased collaboration across teams.
Gemic
A record-breaking brand transformation