Case Study: GFT builds a bold unified infrastructure brand with Design by Structure

GFT unifies 5,000+ clients with Design by Structure

The customer, GFT, is a privately held engineering and infrastructure solutions firm formed from the merger of Gannett Fleming and TranSystems. Their challenge was to create a new brand name and identity that honored the company's over 100-year legacy while supporting its future ambitions following its integration and acquisition program. They approached the vendor, Design by Structure, for a comprehensive branding solution.

Design by Structure implemented a new brand strategy for GFT, defining its purpose, mission, values, and customer-facing messaging. The solution included a naming strategy and a visual identity that combined the strengths of the merging businesses, featuring a logo that incorporated elements from the originals. This positioned GFT as a market leader and employer of choice, helping to attract top talent and better serve its clients.

GFT