Gantri is a modern lighting company built around sustainable additive manufacturing to reduce cost and waste while increasing creative freedom. This project explored how to introduce a more rebellious brand for an innovative company.
GantriBrand
Overview
Background
Background
Gantri's mission is to empower designers to bring ideas to life. By using on-demand 3D printing, Gantri can manufacture unique products faster and more efficiently while reducing waste, CO2 emissions, storage needs, labor, and cost.
Problem
When I joined, Gantri's brand didn't fully reflect its values, especially around creativity and sustainability. It was designed to fit in, but that wasn't helping drive engagement, so we explored a more rebellious direction.
Goals
1. Establish a brand identity that better represents the companies mission towards sustainability
2. Establish a brand identity that is as versatile as the products Gantri sells
3. Establish a brand identity that represents the company culture and sense of rebellion.
Explorations
Explorations
One of the first steps in rediscovering the Gantri brand was a full audit of what was already in play, from photography and packaging down to the design system components.
After the audit, we ran exercises to define the brand's voice and tone. That work led us to the idea of the 'rebel,' which captured both the uniqueness of the products and our push against traditional manufacturing in favor of something more sustainable and creator-friendly.
Introducing a rebellious brand
After our series of explorations ranging for typography to our photography, we landed on a unified vision that felt more cohesive and representing of what Gantri is and will be.
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