Evolving a Legacy of Innovative Marine Solutions
Glosten—a strong regional player in the marine engineering sector—enjoys a positive and enviable reputation. Yet the warmth and appeal of their character wasn’t reflected in the brand’s identity and expression. Larry Glosten’s founding legacy of innovation, collaboration, and dynamic company culture wasn’t being leveraged to tell a unique brand story. So Glosten turned to Phinney Bischoff to help evolve their essence and story to elevate their appeal among prospective and existing clients, as well as new employee recruits.
Innovative Brand Approach
Stakeholder interviews confirmed that even after four decades, Glosten was still building upon what Larry Glosten started—the idea that regardless of the project, innovation was to be a driving force behind every solution. This founding principle inspired a modern logo, which represents an abstract image of a ship’s hull. The blue represents Glosten’s marine expertise and water. The green and red symbolize its approach to guiding clients to innovative, practical solutions just as a sidelight guides boats. Visual development also included marketing collateral and a new website, allowing Glosten to showcase their diverse portfolio of projects and capabilities.
At any organization, employees and associates are some of your most important brand ambassadors—they play a key role in carrying the brand forward. So their investment and pride in the brand essence is critical. We partnered with Glosten to unveil the new brand at a company-wide rollout event. The new brand was well-received, even by the most discerning associates. Each associate received a gift bag with new logo apparel. It didn’t take long before they emerged proudly as Glosten’s brand ambassadors, wearing the branded jackets and hats. Associates will continue to carry the new brand forward while extending it to other marketing materials, such as a trade show booth and event materials.