GTA: Your Island. Your Network.
A DEEP DIVE INTO A BRAND'S ORIGINS IS KEY TO REFRESHING IT.
Developing the new branding campaign for GTA, a telecommunications company in Guam began with spending time on the island learning about its history and customs. I worked closely with the internal operations of the company to conduct brainstorming sessions with employees. I also led marketing research studies with consumers to test taglines and assess the strategic positioning. Once the company’s marketing executives and I determined the best strategic position and tagline, I came up with two different campaign directions — providing sample Radio, TV, Print, and Outdoor executions. The concepts I created were designed to capitalize on existing brand assets, while providing maximum flexibility to accommodate a highly retail environment. My team including art director, Peggy Redfern and animator, Jay Wynne among others helped implement the chosen branding campaign. We developed in-store and retail components. The GTA executive team and I engaged employees with internal communications support with presentations and branding guidelines. In mid-April the new campaign launched with the tagline I created for the company: “Your Island. Your Network”. According to early feedback from Marketing VP, Corey Feldstein, “The campaign has been instrumental in refreshing the company’s image and reestablishing the position GTA rightfully owns in the market.”
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