A new look, voice and digital presence for a consulting maverick.

The overall goal was to refocus and better define the Ruota brand to capture the company’s mission and values, and then communicate the enhanced brand message across all channels with a refreshed message and visual language.

Tank also designed and developed an entirely new responsive website from the ground up, ensuring focus on and access to their three core services. The website presented the organization in a clean, contemporary and professional manner. Tank created a localized, Drupal website for Ruota that sought to improve lead generation by gating whitepapers and automatically generating PDF documents.

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Gardener’s Supply

A new brand strategy from seed to sprout.

Headquartered in Burlington, Vermont, Gardener’s Supply Co. is an employee-owned company providing environmentally friendly gardening products and information through its website, catalogs, and retail stores.

The brief was to create a rebrand that stayed true to their core as a gardening business while expanding enough to appeal to new consumer groups, fitting a broader contemporary range of products for modern day living. The branding is built around a friendly and accessible mark that appeals to both worlds. The graphic identity of curved letterforms and tailored typography supported by a color palette of greens and white emphasizes the natural and the authentic. Ultimately Gardener’s decided to switch strategy and focus solely on their core gardening business, and did not adopt the new identity program.

In addition to the identity work, Tank partnered with Gardener’s to redesign their website. Gardener’s had healthy site traffic, but needed a change in order to be at the forefront of e-commerce technology and performance. After an extensive UX and visual design process, the site made it easier for customers to shop, learn and share with fellow gardeners. Built on Demandware, Gardener’s new user-friendly optimized site made their eCommerce platform more compatible with direct-to-consumer shopping.

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Gaslight Brasserie

Classic neighborhood comfort in a brand.

Gaslight Brasserie is a classically styled neighborhood Parisian brasserie and at the time, was soon to be the newest addition to the Aquitaine Group’s list of restaurants. Tank served as part of Gaslight’s Brand Language Creation Team to develop a unique and effective graphic language for the newest addition to the Aquitaine group. Primary identity elements included logo/logotype; approach to typography and appropriate graphic vernacular;and color palette, materials, textures and details on how they should be used. Following the finalization of the identity, Tank applied the new brand elements to Gaslight’s corporate suite, menus, in-counter signage, and much more.

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