Enabling corporates to innovate like startups.
We partnered with The Garage Group to evolve their brand beyond the garage. Infusing a bold and unapologetic look to match the core of their focus.
COURAGEOUS MINDS ONLY.
When The Garage Group approached us, they knew their brand needed a facelift. As a collective of strategic thinkers, they had already carefully articulated their core beliefs and purpose. The only chunk missing was how to visually tell their story—and that’s where we stepped in. Hyperquake was able to quickly and powerfully transform their identity to more accurately match their high-minded focus.
BORN IN THE GARAGE.
Co-founders Jason Hauer and Ann Thompson left their respective agencies to found The Garage Group. They started the strategic outfit as a two-person operation working out of—you guessed it—the garage. Experiencing tremendous growth in their first few years, they’ve been able to garner some very high-profile clients including Nike, P&G, Pepsi Co., Kelloggs and many others. It’s a testament to the hard work and grit they put into each and every project that comes through the doors. Their brilliant and inspired approach to strategic work set a tone we knew had to be matched when creating the new identity.
START SOMETHING.
The project kicked off with an incredibly collaborative workshop to help us really understand what The Garage Group needed. Team members from both agencies pulled together strategic thoughts, inspiration and ideas. In a matter of only four hours, the team had built a clear direction for their new identity. Hyperquake immediately set to work retooling the existing assets for The Garage Group. New logo marks, color palette and typography were among the items set to be explored.
BUILT WITH GRIT.
The new logomark for The Garage Group drips with attitude. It’s bold and unapologetic. Linework and letterforms are unified through an imperfect grittiness that gives everything a bite that was sorely lacking in the original identity. A lightbulb visual remains a mainstay of the Garage Group identity evolving to become a more intrical part of the lockup. We worked to build a system of marks that felt connected to one another, resulting in a versatile toolkit The Garage Group can leverage across all brand touchpoints.
FINDING A VOICE ONLINE.
The Garage Group pride themselves on being strategic and thought-provoking, and needed a way to share their original ideas, approach and culture with current and potential clients. They wanted their new site to be a tool that could deliver relevant information to users. A blog-style approach was taken so that the content Garage Group team members create on a daily basis would reach the proper audience and have the greatest impact. Strategic concepts could be filtered throughout the site to ensure that content featuring similar topics would be grouped together on any page of the site. Whether a user is looking at a blog post, a job opening, or a case study, they would be prompted with recommendations of other topics they might be interested in.
MAKING THE BIG MOVE.
Rapid growth quickly turned into max capacity in their current space. Our partnership to build the new identity couldn’t have come at a better time; The Garage Group quickly locked in a new space, and looked to us for help bringing the blank walls and rooms to life. The team enlisted mutual friend Nick Moeggenberg to deck the space out in our fresh new branding elements. Walls were painted a vibrant golden yellow, and logomarks and phrases were meticulously replicated at large scale across the office walls. Conference rooms were cleverly named after big-name startups and the respective streets their garages called home.
BEYOND THE GARAGE.
Armed with a strong new identity, The Garage Group continues to grow, expanding their team, operations and capabilities to better equip brands for growth—and we were thrilled to have been a part of the ride. You can learn more about The Garage Group and what makes them tick at thegaragegroup.com.
