Brand essence and simplifying communication for a complex business
GS1 US plays an amazing role in making it possible for businesses of all kinds to run. We help tell that story. After years of clarifying and building the brand, Bailey is now an integral extension of its organization. Learn about how we got there.
GS1 is a global business and supply chain standards organization operating in over 100 countries. GS1 US essentially developed the barcode and today creates and administers a wide range of standards used in industries from retail to healthcare to food service. Every time you check out at the supermarket, receive the right medication at the pharmacy or search for a product online, GS1 standards are helping to make that possible.
GS1 US, like any business, is not immune to the stereotypes people create when you represent a big concept. A lingering narrow perception as the “barcode” organization limited the awareness of the ever-expanding solutions it offers and the increasing influence it has within all the industries it serves.
Despite its fundamental and varied role in driving commerce, GS1 US saw inconsistencies in its ability to communicate that role, both internally and to its members. Many of the organization’s explanations of what it does often feel technical and complex. How could GS1 US define and distill its message and role in industry? How could it simplify and unify the complex experience that members had with the brand? How could it align its staff to communicate its proposition consistently and help its stakeholders understand and access all that GS1 US offered?