Press release October 2016
Sametz Blackstone Associates is proud to announce the launch of new global brand positioning of its client Gordon Brothers, a Boston-based firm that provides valuations, dispositions, operations, and investments to clients worldwide.
The 113-year-old company, was previously known as Gordon Brothers Group, and included a number of divisions operating under other sub-brands. The firm had grown from a small family business to a multifaceted global advisory firm with 25+ offices spread across four continents.
“Gordon Brothers has established itself as a leading financial advisory and restructuring firm. Over the years, we expanded our operations and made key acquisitions to better support our clients around the world. It was time for our brand to reflect the ‘one firm’ business strategy established by our CEO, Kenneth Frieze,” said Gordon Brothers Managing Director and Head of Marketing, Colleen Arons. “With the help of Sametz Blackstone Associates, we modernized and upgraded the Gordon Brothers brand identity to increase understanding of the comprehensive and innovative solutions that we offer worldwide.”
Gordon Brothers turned to Sametz Blackstone, a Boston-based brand strategy, design, and digital media firm, to reposition and rebrand the firm through re-imagined brand architecture, messaging, visual expression, and new print and digital collateral.
According to Roger Sametz, president and CEO of Sametz Blackstone, “This important branding initiative helps Gordon Brothers to tell its story in a way that is clear, consistent, and representative of a business that has evolved to meet the needs of its clients at every point in the business lifecycle.”
Sametz continues: “With the move from a collection of companies to a unified single brand––across services and oceans––the company is now in a better position to be understood and valued by clients and prospects.”
Sametz and his team collaborated on each aspect of the rebranding: from advising on the consolidation to one global brand, to crafting the visual and verbal aspects of the launch– including the design and implementation of a new, company-wide logo: a symbol and wordmark that talks to the value Gordon Brothers provides.
Sametz Blackstone also updated the company’s color palette and system of typography; crafted new collateral materials and ad campaigns; planned and designed a new global website; and refined Gordon Brothers’ messaging framework to reflect the company’s strategic focus, key services, and areas of expertise.
“We could not be more pleased with the work of Roger and his team,” Arons said. “This repositioning is a signal to the market that Gordon Brothers is stronger than ever and that our role as strategic partner enables us to help companies optimize, overhaul, and reinvent. Our entire firm – from Boston to London to São Paulo – is engaged and ready to deliver in the marketplace.”
Family-led for four generations, Gordon Brothers helps business owners, investors, and operators move forward through change. Through its four services — valuations, dispositions, operations, and investments––Gordon Brothers enables both healthy and distressed clients across all industries ensure assets are put to their highest and best use.