Primary Goals & Objectives

When g[squared] started working with Gemstone Logistics on its rebrand, we knew right away that we wanted to illustrate how they keep industrial projects on track. The image of a clock immediately came to mind — but we also wanted to draw a link between this process and the company name.

Our research led us to discover that many prestigious watchmakers insert gemstone bearings into their designs to reduce friction and make watches run smoothly for generations. With this in mind, we started to think of Gemstone’s experience, products and services as the “gems” that ensure industrial projects run smoothly. We connected the look and feel of the brand to the company name, and came up with a tagline that corresponded: “Like Clockwork.”

As part of Gemstone’s brand overhaul, we created new sales and marketing materials, as well as a  fully responsive, mobile-friendly website that included an interactive infographic.

We also developed a comprehensive strategic marketing plan that included everything from a community engagement plan to a public relations strategy, and more.


  • Logo Update
  • Tagline development
  • Stationary package
  • Brand guidelines
  • Tradeshow booth
  • Print ad templates
  • Signage
  • Brochure
  • Corporate folder
  • Case studies
  • Website
  • eNewsletter
  • Software naming
  • Software branding
  • Communications strategies