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Mercury GSE

BRAND STRATEGY • BRAND IDENTITY • STORYTELLING • DESIGN • COPYWRITING

Mercury GSE’s brand identity, refueled and ready for takeoff

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Aviation ground support equipment supplier Mercury GSE always went the extra mile to keep their clients on time—but their brand visuals and messaging were lagging behind.

Using The Craftsman methodology, we analyzed the competition and dug deep into the brand’s goals. With these insights at hand, we chiseled away at the old visual identity and narrative. What did our brand work reveal? Mercury’s rich heritage and vision of speed, reliability, and strength.

ELEVATING THE BRAND

Mercury GSE wanted its branding to match its first-class mission: To deliver premium equipment services and unrivaled support. This created the structure for every element of our work.

The Visual Identity: A Complete Overhaul

A new logo wasn’t part of the Mercury GSE team’s initial ask—but after we showed them our vision, they saw what a game-changer it would be. The bold new wingtip logo not only catches the eye on the tarmac, it acts as a window into the Mercury GSE value.

Old Logo

Final Logo

Logo Exploration

Next up: A striking color palette. Cleaner typography. A cool look for the photography. And, of course, custom-crafted elements like the airport satellite background and equipment illustrations. 

WE HAVE TAKEOFF

To help the brand take flight, we transformed the Mercury GSE website, created social campaigns that landed with impact, and showed the new brand off at global events like GSE Expo.