For over sixty years, Genie has supplied America with security, reliability, and value — and while they’re experts in those three categories, we consider ourselves experts in design and the home improvement sector. Genie partnered with us to help strengthen their shelf presence. We knew our extensive retail experience – both on the floor and behind the scenes – would be a huge asset.

After researching Genie’s merchandise by walking the aisles, we found it difficult to nail down the company’s brand standards and match products to brands. Our eyes were not drawn to one item over another, which proved overwhelming. We needed to streamline their multiple products into one cohesive brand.

We focused our efforts on simplifying the packaging and messaging. We swapped out their confusing color palette for a black-and-white gray scale, accented by red – a color that consumers could easily pick out on the shelf. Our team then distilled the copy into three main callouts: the type of unit, features, and accessories. We further introduced simple iconography to help consumers quickly compare units.