Building a More Modern Brand for a Digital-First Market
Gerber Technology was a well-established manufacturing technology company with more than 50 years of industry recognition, but its digital presence and brand voice no longer reflected the pace of innovation happening across the business.
The rebrand initiative focused on modernizing the company’s messaging, digital experience, and audience engagement strategy while creating a stronger and more cohesive brand identity across digital channels.
The Challenge
Gerber Technology needed to evolve beyond a traditional manufacturing brand and build a stronger digital presence capable of supporting modern audience expectations, new forms of engagement, and long-term brand growth.
At the time, the company had limited social media presence and no dedicated in-house focus on editorial storytelling or digital brand development. The opportunity was not only to modernize the brand visually, but also to establish a more consistent voice and stronger audience connection across emerging digital channels.
The Strategy
The rebrand initiative combined digital storytelling, social media growth, editorial content, website modernization, and integrated brand messaging into a more unified digital brand experience.
New content formats, audience engagement strategies, and digital storytelling initiatives were introduced to modernize how the company communicated across manufacturing and technology audiences. The strategy also supported a company-wide website redesign focused on creating a cleaner, more modern digital experience aligned with the evolving brand direction.
My Role
Served as Gerber Technology’s first dedicated social media and editorial storytelling hire, helping shape the company’s digital brand voice, audience engagement strategy, and content direction while supporting the broader rebrand and website modernization initiative.
The Impact
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89% YoY increase in page views through strategic editorial storytelling initiatives
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40% YoY social audience growth through integrated storytelling and audience engagement efforts
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Contributed to an award-winning website redesign recognized by Graphic Design USA
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Helped modernize Gerber Technology’s digital brand presence across manufacturing and technology audiences