The scan of a barcode on your new favorite shirt. A fast recall of a contaminated batch of spinach. A nurse dispensing the right dose of the right drug for a patient. What do these seemingly unrelated events have in common? They all rely on the use of standards, the product and location identifiers that connect a thing or place to the information pertaining to it. Most people have never heard of GS1 US, the New Jersey-based company responsible for assigning barcodes and other standards in the United States, but that’s something we at Bailey are hoping to change.

For nearly two years, Bailey has partnered with GS1 US to establish a fresh, cohesive brand identity system for their business. GS1 is a lot more than “the barcode company,” and a new messaging strategy clearly communicates that point: GS1 makes it possible for industries and companies to move their business forward by adopting GS1 Standards as the foundation of their business processes. We’ve been working steadily to leverage the new GS1 US brand through a variety of channels, but this year’s biggest project was tying it all together for GS1’s annual conference, GS1 Connect.

GS1 US is a member-driven organization, with a diverse community ranging from small-business owners to internationally known hospitals. GS1 Connect is the one time each year when the entire community comes together to learn, network, and continue to explore ways to advance standards in their industries. The 2012 event was all the more exciting since many GS1 US members would be seeing the new brand come to life for the first time.

At GS1 Connect 2012 in Las Vegas, huge banners lined the conference center halls with the conference slogan, “Business Moving Forward.” Eye-catching, colorful signage introduced each industry and their areas of focus. In the main exhibit hall, a booth the size of a small apartment commanded attention with interactive videos that showed GS1 Standards “in action” and stacks of updated, informative collateral proudly displayed.

GS1 Connect 2012 not only showcased the new brand, it brought the GS1 US community together, giving members a better understanding of who GS1 US is, what they do, and the many possibilities for the future of business. For those of us who have been working on the GS1 US brand, this year’s Connect conference was a huge thrill—and we have big ideas for GS1 Connect 2013.