Gateway Computers

As the lights dimmed in the 20th century, Gateway needed a name change and a more sophisticated brand that still conveyed its Silicon Prairie sensibility underscored by renowned customer service and custom-configured computers.

Developing A CPG Branding Strategy

The eye-catching, fanciful black and white cow spots that existed on Gateway shipping boxes were unique in the high-tech world. The spots were the sole graphic brand equity with excellent consumer recognition. “2000” was eliminated from the corporate name and we designed a new identity: a wordmark married with a loose representation of the iconic cow spot box.

The application of the brand was inconsistent around the globe. Suppliers and manufacturers reinterpreted the brand, different placement of brand elements and no thoughtful packaging architecture. We introduced a cohesive, refined redesign for shipping boxes. The new logo and all of the other communications were organized into a coherent packaging architecture and applied to every shipping box worldwide.

Our work culminated in the creation of a style guide designed to educate employees and suppliers about the benefits of cohesive branding and included instructions for the application of artwork, as well as policies governing the use of the brand?s graphic elements and an outline for the design approval process.

The strong graphics and layout captured in the guidelines were converted to posters which were compact and colorful enough to hang in worksite cubicles, effectively reinforcing the brand throughout the workplace.

Three years later, we partnered with Gateway’s Global Marketing Department to develop weekly print advertising templates.





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