BXP - June/July 2017 - 29

Knowing what matters to

"ensuring that eco-driven messaging influenced

the consumer.

everything from their packaging, to their products,

Gelcomm also notes that in the quest for millen-

to their branded their storefront on the iconic

nial relevance, established brands mustn't lose

Malibu Pier," says Alicia. "The project has gener-

sight of what already endears them to custom-

ated a lot of positive PR because it delivers what

ers. Alicia tells the story of Moore's, a beloved

matters most to the target consumer."

marinade brand that came to the agency in the
midst of a rebrand. Looking to clarify who they are

Engaging design begins with research.

in a complex and busy shelf space required more

"We have learned some important lessons," says

than just a contemporary look-it also required

Patricio, "through our commitment to research."

a thoughtful analysis of what was working for

Adds Alicia, "Today we no longer have the luxury

the brand. "In designing the new label, we chose

of a Hannah Montana to drive social trends.

to embrace Moore's rich Southern history as

Brands appear and disappear so fast on store

well as preserve the brand's appetite appeal with

shelves that just keeping up will give you whip-

images of seductively sauce-drizzled food," says

lash. Add to this the speed of influence, which

Alicia. "We were able to successfully re-establish

begins earlier and earlier." To this end, the agency

the brand by recapturing the feeling of barbeque

uses a proprietary design process called CLER

cooking."

(clarity, learning, envision, realize). Says Patricio,
Design agencies cannot solely rely on delivering

Meeting the demand for local and

compelling visual solutions; they must be able to

craft brands.

understand their client's business ecosystem, go-

Gelcomm has made news in recent years for their

to-market strategies and how to engage with their

work with local and regional brands, particularly

leadership in order to fully appreciate specific

in the natural food and beverage space. Says

business or sales goals. Alicia and I head a team

Patricio, "We spend a lot of time listening to young

that combines business, art and strategy. We are

way, and we don't just talk about business-many

people to get a sense of what the future might be.

students of the categories we serve and what

times it's just about life itself. You'd be surprised at

These conversations help us decide what themes

markets will look like tomorrow."

how product innovation and trends come out of
these conversations."

to lead with when communicating brand stories."
In many cases, this means choosing to work with

Practice what you preach.

brands who already share those values. Take their

"We work in a loft, right in the heart of Downtown

The agency has a long-standing commitment

work with Malibu's eco-centric One Gun Ranch, a

Los Angeles, a very vibrant neighborhood," Alicia

to charity, and took it a step further when they

biodynamic ranch with a new consumer products

says. Adds Patricio, "Gelcomm is very much a fam-

fostered a feral cat, named Bella, who now has a

division focused on local, farm-raised produce,

ily; we often cook and eat breakfast together, and

permanent home at Gelcomm. Says Patricio, "She

apparel and craft items. "We brought sustainabil-

our client relationships are no different. I often

sleeps on keyboards and drinks out of our coffee

ity to the forefront of the branding," says Alicia,

have early morning client calls while on the free-

cups. When I'm most stressed out, I look up and
see Bella nesting on my bookshelf and I can smile."
It is Gelcomm's belief as an agency and partner
that brand owners are best served by maintaining
an ongoing, unbiased conversation with today's
consumers. Says Patricio, "As the world evolves,
we think there are myriad ways for brands to
evolve in tandem. They need only listen."
To learn more about Gelcomm, visit
http://www.gelcomm.com


http://www.gelcomm.com

Table of Contents for the Digital Edition of BXP - June/July 2017

Bxp - June/july 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: The Stride Ahead
Deeper Connections
Category Disruptor
The Debate: Disruptive Innovation , Marketing and Brand
The Toolbox: Luxury
Index of Advertisers
The List
BXP - June/July 2017 - Intro
BXP - June/July 2017 - Bxp - June/july 2017
BXP - June/July 2017 - Cover2
BXP - June/July 2017 - 1
BXP - June/July 2017 - Contents
BXP - June/July 2017 - 3
BXP - June/July 2017 - 4
BXP - June/July 2017 - 5
BXP - June/July 2017 - Editor’s Letter
BXP - June/July 2017 - 7
BXP - June/July 2017 - 8
BXP - June/July 2017 - The Scene
BXP - June/July 2017 - 10
BXP - June/July 2017 - 11
BXP - June/July 2017 - 12
BXP - June/July 2017 - 13
BXP - June/July 2017 - 14
BXP - June/July 2017 - 15
BXP - June/July 2017 - 16
BXP - June/July 2017 - 17
BXP - June/July 2017 - 18
BXP - June/July 2017 - 19
BXP - June/July 2017 - Chief Experience Officer Series: The Stride Ahead
BXP - June/July 2017 - 21
BXP - June/July 2017 - 22
BXP - June/July 2017 - 23
BXP - June/July 2017 - 24
BXP - June/July 2017 - 25
BXP - June/July 2017 - 26
BXP - June/July 2017 - 27
BXP - June/July 2017 - 28
BXP - June/July 2017 - 29
BXP - June/July 2017 - Deeper Connections
BXP - June/July 2017 - 31
BXP - June/July 2017 - 32
BXP - June/July 2017 - 33
BXP - June/July 2017 - 34
BXP - June/July 2017 - Category Disruptor
BXP - June/July 2017 - 36
BXP - June/July 2017 - 37
BXP - June/July 2017 - 38
BXP - June/July 2017 - 39
BXP - June/July 2017 - The Debate: Disruptive Innovation , Marketing and Brand
BXP - June/July 2017 - 41
BXP - June/July 2017 - The Toolbox: Luxury
BXP - June/July 2017 - 43
BXP - June/July 2017 - 44
BXP - June/July 2017 - 45
BXP - June/July 2017 - 46
BXP - June/July 2017 - Index of Advertisers
BXP - June/July 2017 - The List
BXP - June/July 2017 - Cover3
BXP - June/July 2017 - Cover4
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