GLG Company Websites & Branding
About the Gerson Lehrman Group Websites and Branding Project
In 2011, I took on an exciting project to work with New York based investment advisor company Gerson Lehrman Group (GLG) and branding firm IDEO, to reposition the brand and refresh their website. My role as an Art Director and UX designer/architect was to inform and educate the consultants about the brand, collaborate on new ideas, and execute their final visions.
To effectively translate the new positioning of GLG; from its websites to its logotypes, style guide, and business papers.
From project inception, I teamed up with IDEO for stakeholder interviews and assisted them in understanding the full scope of the company. Through brainstorming sessions, we discussed the many ways the brand could be dissected and put together differently. It was decided that the brand would be broken up into three sectors: Gerson Lehrman Group (parent brand), GLG Research (sub brand), and G+ (social). Once the final assets of IDEO were handed off, I tackled the wireframing of GLG Research and G+ sites before handing off to the internal GLG development team. I was also tasked with modifying the style guide color palette of GLG Research, as the CEO loathed the color purple.
The new brand, sub brand, and social sites of GLG launched at the end of 2011. Working on such an intensive project allowed me to see how important user experience was to the process, as well as the execution of the site. I relished the opportunity to team with IDEO and be a part of the company’s brand evolution.