Before we could reposition GSX to win more business against consulting practices large and small, we needed to understand their marketplace. We conducted 22 interviews with top executives in two client segments: federal defense and intelligence agencies and private companies. Applying the insights from this research, as well as from a review of their top competitors, we identified a number of key differentiators. After reflecting on these differentiators and their excellent reputation, we realized GSX could credibly claim a leadership position in their niche. We developed a concise positioning statement they could use to inform their marketing messages.

The firm’s brand identity was decades old, and it looked it. They needed a far more sophisticated visual brand to compete in today’s marketplace. Their logo was a natural place to start. Leadership wanted to call attention to the word “Skills” in their full name (Global Skills X-Change), so we developed a wordmark/monogram hybrid that featured the letter S, which also includes multiple inflection points—representing those points where organizations can pivot or turn the corner. We chose the color purple for two reasons: 1) nobody else in the space owned that color, so it was another opportunity to differentiate GSX; and 2) purple perfectly expressed the firm’s creativity and personality.

GSX was struggling with growth. And the biggest obstacle to growth is low visibility. Hinge’s Visible Firm^® Program is designed to introduce firms like GSX to new audiences, expose them to the firm’s expertise and build trust over time. Using what we gleaned from GSX’s audiences as well our own independent research into high-growth consulting firms and their buyers, we built a customized marketing program to reach their government and private audiences. But we didn’t stop there. We supported them at every step of the way, providing all the writing, marketing, reporting and advice they needed to implement the program at a high level.

It’s still early, but the firm is already enjoying the fruits of the change. “Since launching the rebranded GSX a few months ago,” says Edwards, “we are starting to notice signs of significant growth in social media engagement and interactions, and the quality of candidate applications has increased, as well. From an overall strategy, to process and procedures, visuals, and messaging, Hinge Visible Firm approach enabled us to truly answer the difficult questions that often cause a slowdown in communicating its mission and abilities.”