Generis
We worked across oceans and time zones to re-brand leading US commercial property development company LOC Associates. While their clients included the likes of Apple, Disney and Stella McCartney, LOC had never translated their unique capabilities into an equally distinctive brand.
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Generis
Impossibly unique
During the peak of the 2020 lockdown, we worked across oceans and time zones to re-brand leading US commercial property development company LOC Associates. While their clients included the likes of Apple, Disney and Stella McCartney, LOC had never translated their unique capabilities into an equally distinctive brand. We set to work crafting the story of a remarkable business that makes the impossible possible. Armed with a new name ‘Generis’, meaning one-of-a-kind, the rebrand is a powerful new platform for growth and has driven a 200% increase in web traffic.
If you can dream it, we can deliver it
LOC Associates is not your everyday company. They create one-off experiences that genuinely wow guests. Like the largest doors in any retail store in the world, measuring 30 feet high and weighing in a 2000 pounds each. “If you can dream it, we can deliver it” is the catch cry of founder, Bob Laughrea, who started his career with Disney and worked alongside Steve Jobs himself to create the first Apple stores in the early 2000s. When Bob tried to retire in 2015, he was talked out of it by his colleagues, founding LOC Associates – a business that’s grown into a sizeable team across the US with tier one clients including Apple, Warby Parker, Tesla, and many more. Six years into the story, LOC had a problem - their brand didn’t match the company magic. It was lacklustre and did little to explain their inimitable creative approach.
One of a kind
Enter Frost*, and a very special relationship that developed during the peak of the 2020 COVID global lockdown. Despite the distance and difference in time zones, both companies recognised a kindred spirit, and a genuine friendship arose. We started with the storytelling, developing the brand idea of ‘Impossibly Unique’ to embody the company philosophy and importance of their track record. A new narrative and tone of voice unpacked their unique company methodology, skills, and case studies. Their new name – Generis Collective – is based on the Latin phrase ‘Sui Generis’ meaning ‘of its own kind’. It emphasises Generis’ ability to set experiences apart, as well as being big on experience themselves. Collective represents the breadth of talented partners they work with to execute their clients’ visions.
Impossible objects
Generis is all about making the impossible possible. So, our creative idea is based on ‘impossible objects’ – optical illusions that bend and shift perspectives. The distinctive objects speak to Generis’ ability to think outside the box to make things happen. The new brand shows the imagination and creativity that typifies Generis’ approach. The crisp, modern aesthetic aligns to the calibre of their clientele, and was rolled out across a new website, credentials, company livery and more. To truly get behind the success of the re-brand we set out a launch plan and helped the company hire a new marketing manager. The new brand has been invaluable as Generis navigates the post-COVID world. It has helped them pivot into new growth categories, including healthcare. A 200% increase in web traffic and a 700% increase in LinkedIn followers - the response from customers has been overwhelmingly positive.
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“We've had the honour of working with innumerable talented creatives through our work with industry leaders like Disney and Apple, and the Frost* experience was just as illuminating. The process was enjoyable, informative, and enlightening — overall, a wonderful experience.”
Bob Laughrea, CEO, Generis Collective
