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It’s not easy when you’re right in the middle of your competition. Not the smallest, but not the largest. That was the daunting situation when new ownership took over Gemini—a 40-year legacy company—in 2016. Mostly a commodities business, they quickly learned differentiation wasn’t easy. So, they approached Off Center to make a splash as the new player in the space after taking things over. Our goal: modernize and bring some welcome change to an old school industry.
To do that, it called for company-wide work. We would..
1) reposition Gemini with a modern brand, 2) create impeccable standards that let them maintain pricing integrity without getting caught in the race to the bottom, 3) streamline the company operations, and 4) introduce an e-commerce website that simplified its complicated pricing and product variations—pretty much unheard of in the industry at that time. It was a lengthy to-do list, so we dove right in.
After sitting down with the Gemini Builds It! team to get a feel for what makes them different, we arrived at our breakthrough moment: It wasn’t about differentiating their what. It was about differentiating their why. Gemini is a group that protects and preserves our most cherished memories and possessions. Upon discovering that, the new mark was locked into place.
After sitting down with the Gemini Builds It! team to get a feel for what makes them different, we arrived at our breakthrough moment: It wasn’t about differentiating their what. It was about differentiating their why. Gemini is a group that protects and preserves our most cherished memories and possessions. Upon discovering that, the new mark was locked into place.
In framing, printing and finishing, there aren’t many opportunities to stand out and carve a niche for yourself. But Gemini Builds It! saw a chance to make a splash with e-commerce and, with help from Off Center, do it better than anyone else was doing. The only problem? Thousands of SKUs, each of which needed a product photo description, categorization, and pricing.
Gemini also required two ways to pay: by credit card, or by checking out on net terms if validated as credit-worthy in Gemini’s vendor network. Above all, everything needed to be built so a non-developer could easily update and adjust pricing site-wide. This site build was one of our most challenging, but we loved every part of the process. And now, from logo to web experience to checkout, Gemini can truly say it stands out in the best way.