Case Study: Gates Corporation builds a unified global brand with CMD Agency

Gates Corporation launches IPO-ready brand with CMD Agency

Gates Corporation, a global industrial manufacturer, faced a fragmented brand identity that was weighed down by its perception as merely an ingredient brand, hindering its global presence. CMD Agency was engaged to undertake a comprehensive brand strategy and development initiative to address this challenge.

CMD Agency implemented a new brand-focused messaging strategy and reorganized the company's brand architecture, which included a deep discovery process, audience insights, and a simplified product hierarchy. The resulting "Unchain" marketing campaign communicated this new positioning across North America. This work provided the platform for Gates Corporation to successfully launch an IPO, with CMD Agency noting the rebrand received universally positive feedback internally and externally.

Gates Corporation