NEWS
GERTRUDE, INC. LAUNCHES MINUTE MAID SPIKED™
CHI-LDN-NYC – Red Tree Beverages (RTB) has announced the launch of Minute Maid Spiked™ Flavored Wine Cocktails (Minute Maid Spiked), a new line of ready-to-serve adult beverages available in three popular cocktail flavors – Lime Margarita, Strawberry Daiquiri, and Pina Colada. GERTRUDE, INC. was brought on by RTB last year to oversee Strategy, Brand, and Creative responsibilities, starting with the brand development and launch of Minute Maid Spiked. The 21+ ready-to-drink beverage offering debuted in early Summer 2024 via a National integrated launch campaign.
The launch creative highlights Minute Maid Spiked’s no-fuss approach to providing no-nonsense consumers with easy enjoyment of popular yet hard-to-make cocktail favorites. Campaign lines like “Chopping Fruit Is Exhausting,” and “Pour Drinks, Mix, Stir, Enjoy Drinks.” hit squarely on the brand’s deliciously uncomplicated point of difference, and sign off with the brand’s signature tagline, “NO FUSS, NO MUSS. NO DUH.”
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GERTRUDE, INC. TAPPED BY COCA-COLA’S RED TREE BEVERAGES
CHI-LDN-NYC – Red Tree Beverages (RTB), a firewalled subsidiary of The Coca-Cola Company, has appointed GERTRUDE, INC. to oversee Strategy, Brand, and Creative advertising duties for its new-to-world alcoholic beverage portfolio.
ABOUT RED TREE BEVERAGES
Established in 2022, Red Tree Beverages is a firewalled subsidiary of The Coca-Cola Company. RTB engages in relationships with third-party alcohol manufacturers to produce alcohol beverage products that use The Coca-Cola Company’s trademarks and distributed by independent wholesalers. Along with adhering to a best-in-class Global Responsible Alcohol Marketing Policy, Red Tree Beverages has developed a standardized, 21+ alcohol advisory to further distinguish the products in the US market. The Coca-Cola Company is a proud Associate Member of Responsibility.org.
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GERTRUDE, INC. x ALI - “WHEN NOTHING IS IMPOSSIBLE. IMPOSSIBLE IS NOTHING.”
CHI-LDN-NYC – “When impossible is nothing, nothing is impossible.” Mohammad Ali knew a thing or two about keeping a mindset to fuel greatness. His iconic, steadfast spirit inspired GERTRUDE, INC. to commission a mural for the agency’s global HQ.
Based on an iconic and untitled photo of Ali taken by legendary photographer Gordon Parks in 1970 that captures a different side of the famous fighter. GERTRUDE enlisted two prominent Chicago-based artists who create and connect in their own art with masterful precision: internationally recognized, large-scale x hyper-real muralist Jeff Zimmermann (@jeffzimmermann); and Pilsen-raised Calligraffiti phenom Tubs (@tubsz_illa). The not-subtle 16’H x 20’W mural, situated on GERTRUDE’s west-facing main entrance, is a showstopper that conjures surprise, delight, and respect—for Ali, for creativity, and for rejecting impossible and embracing possibility. CLICK ARTWORK ABOVE TO PLAY VIDEO.
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GERTRUDE, INC. x SMOOTHIE KING WINS 3X TELLY AWARDS
CHI-LDN-NYC – GERTRUDE celebrates another amazing win with the Telly Awards, garnering 3 statuettes for the agency’s Smoothie King “King Of Coffee” Tour animated films. Two Tellys were awarded for Campaign x Branded Content (Commercials & Social), and one for Series x Social Video (Animation). The films feature custom illustrations GERTRUDE created in partnership with @ryanbubnis, @sentrock, The Mill, and Optimus Design to showcase the fun, active lifestyle of Smoothie King and launch their delicious new coffee smoothies.
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GUINNESS BREWERY TAPS GERTRUDE, INC.
CHI-LDN-NYC – BRAND INNOVATION, NPD, & ACTIVATION – DIAGEO’s flagship GUINNESS Brewery has enlisted GERTRUDE, INC. to develop the launch of the latest Guinness Open Gate Brewery (OGB) location. GERTRUDE will oversee strategy and creative for the new product innovation pipeline, activations, and comms. The Guinness OGB builds and modernizes on a 260+ year tradition that originated in Ireland at the St. James Gate Brewery, founded in 1759 by Arthur Guinness, and expands Guinness' dedication to craft brewing innovation. This legendary brewery more recently “opened its gates” to the public, sharing the place where innovative brewers have long been working on their craft to explore new beers for Guinness. The Guinness Open Gate Brewery is now writing the next chapter in Guinness’ story, delivering a new brand experience and innovation hub for the brewing legend.
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GERTRUDE, INC. CLOSES 2022 ON A HIGH NOTE
CHI-LDN-NYC – GERTRUDE,INC. closes 2022 on a high note — with a host of new client wins spanning 12+ brands, 5+ new product launches, 30+ campaigns, 400+ campaign pieces, and 1 billion+ impressions, created for leading brands including Annabelle Candy Company (Abba-Zaba, Big Hunk, Look!, Rocky Road, U-NO), DIAGEO (Guinness), Pepsico/Quaker (Near East, Rice-A-Roni), and Smoothie King — along with a sharpened focus on strategy, creativity, and innovation. Thank you to GERTRUDE's amazing clients, people, and collaborators who made 2022 an overwhelming success! We are grateful for the new work, experiences, growth, and looking forward to an equally bright 2023.
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GERTRUDE, INC. x SMOOTHIE KING LAUNCH THE “KING OF COFFEE” TOUR x ARTIST COLLABORATION
CHI-LDN-NYC – ACTIVATION x ARTIST COLLABORATION x BRAND EXPERIENCE – GERTRUDE, INC. launched the national Smoothie King “king of coffee” Tour and Experience—created in collaboration between the smoothie brand and renowned artists Sentrock and Ryan Bubnis, and brought to life through an artist-painted 20’ shipping container pop-up and a collection of custom artworks. The tour garnered over 1B impressions via Sampling, Activation, OOH, Radio, PR, Social, and Digital engagement.
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SMOOTHIE KING LAUNCH SMOOTHIE BOWLS
CHI-LDN-NYC – NEW PRODUCT LAUNCH CAMPAIGN – GERTRUDE, INC. created the launch campaign for the #1 smoothie franchise’s newest menu item, Smoothie Bowls! The delicious new offering rolled out with six recipes with fun names like PB Swizzle, Go-Go-Goji-Crunch, Bee Berry Sting, and Hive Five. GERTRUDE showcased the brand’s signature clean ingredients, whole fruits, and amazing flavors and textures—enticing guests to enjoy Smoothie King in a brand new way, any time of day. GERTRUDE’s campaign included Product Photography, Product Naming, Broadcast, OOH, Radio, Digital, Social, and Retail P.O.P.
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GERTRUDE, INC. & SMOOTHIE KING LAUNCH ESPRESSO AND COLD BREW COFFEE SMOOTHIES
CHI-LDN-NYC – LTO PRODUCT LAUNCH CAMPAIGN – GERTRUDE, INC. introduced Smoothie King as the “king of coffee,” showcasing the brand that “does coffee better than the rest”—with delicious espresso and cold brew coffee smoothies blended with real nutrition and nothing artificial. The campaign hero-ed the brand’s first ever CG 20oz cup, and came to life across Broadcast, OOH, Radio, Digital, Social, Retail P.O.P, and a National Brand Activation & Sampling Tour.
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GERTRUDE, INC & NEAR EAST AND LAUNCH “SHOW US YOUR SIDE HUSTLE” CAMPAIGN
WITH TAMERA MOWRY-HOUSLEY
CHI-LDN-NYC – BRAND x INFLUENCER CONTENT SERIES – In partnership with prolific influencers in the “cooking x content creation” space, GERTRUDE, INC. created Near East “Show Us Your Side Hustle”—a part-cooking-show, part-side-hustle episodic storytelling series that reveals how with Near East’s inspired side dishes, you can quickly elevate everyday meals to extraordinary. The campaign launched via TikTok & IG influencer handles, YouTube, NearEast.com, and other Digital Media.
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SMOOTHIE KING SELECTS GERTRUDE, INC. AGENCY OF RECORD
CHI-LDN-NYC – After an extensive competitive agency review, GERTRUDE INC. has announced they have been appointed by Smoothie King Franchises, Inc. as the organization's new Brand & Advertising Agency of Record. The agency review included a comprehensive proposal focused on energizing and elevating Smoothie King's branding, innovation, and advertising capabilities. The engagement with the #1 smoothie franchise will include a full range of GERTRUDE services spanning research, strategy, creative, design, new product development, retail, production, and brand activation. Other notable GERTRUDE client partners have included The Hershey Company, DIAGEO's Ketel One Vodka, Quaker Foods (Rice-A-Roni and Near East brands), PepsiCo, Red Bull, and Singha Beer, among others.
Smoothie King conducted a competitive agency review focused on identifying a partner to lead with bold ideas and fully integrated expertise. GERTRUDE's forward thinking combined with proven expertise in connecting brands to culture and lifestyle led to GERTRUDE being named as the AOR over three other agency finalists.
"GERTRUDE's ability to lead strategically while finding unique ways to help brands stand out from inception through activation won over the Smoothie King management team," said Wan Kim, Chief Executive Officer for Smoothie King. Rebecca Miller, Chief Marketing Officer at Smoothie King, added, "We're so excited to work with GERTRUDE because of their mastery in cultivating and shaping purpose-driven brands in the lifestyle space."
Established in 1973 and based in Dallas, TX, Smoothie King is driven by its mission of "inspiring people to live a healthy and active lifestyle," and their vision of "becoming an integral part of every health and fitness journey." Unknown to many consumers, Smoothie King's original founder also invented the name "smoothie" as well as the product itself. The brand is currently led by CEO Wan Kim, who bought the company 12 years ago.
Smoothie King has been under a major brand transformation for the past several years to actualize their mission, vision, and purpose-driven approach with new initiatives like Clean Blends™—focused on delivering their guests only clean ingredients, without any artificial additives, GMOs, trans-fats, gluten, or un-needed sugars. GERTRUDE has been tapped to help tell Smoothie King's evolving story. GERTRUDE'S Founder and Chief Creative Officer, Otis D. Gibson, expressed, "We're proud to be entrusted on the front line for Smoothie King, a brand that leads in its category, and have the opportunity to help further expand its reach and propel them toward their next chapter in new and dynamic ways."
GERTRUDE's first work for Smoothie King launched this Summer around National Smoothie Day, June 21, 2022 with the "#SmoothieItOver" campaign that nods to notorious feuds while inviting Healthy Rewards members to smoothie it over with a friend or "former friend." Immediately following, GERTRUDE's "#OriginalAF#SlimAF" campaign spotlights the brand's legendary Angel Food strawberry-banana smoothie with a playful twist—informing guests they now have a choice between Angel Food Original, or brand new, equally delicious Angel Food Slim without added sugar.
CLICK HERE TO VISIT SMOOTHIE KING
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ANNABELLE CANDY COMPANY SELECTS GERTRUDE, INC. AGENCY OF RECORD FOR 5 BRANDS
CHI-LDN-NYC – GERTRUDE INC. has been appointed AOR by Annabelle Candy Company (Annabelle’s) to lead integrated advertising, design, and marketing services across their portfolio of brands. Global branding and innovation consultancy GERTRUDE will oversee strategy, new product development, branding, and creative for candy giant across packaging, advertising, digital, social, and retail activation. GERTRUDE’s integrated rebranding and creative for the Annabelle’s portfolio is set to launch by Spring 2023.
California-based Annabelle Candy Co.’s mouth-watering confectionary collection includes Big Hunk® (iconic honey-sweetened nougat bar), Rocky Road® (legendary handmade chocolate and marshmallow), Abba-Zaba® (the famous chewy taffy bar), U-NO® (smooth milk chocolate with a rich creamy center), and Look!® (chewy nougat bar with whole roasted peanuts).
Co-CEO for Annabelle’s, Gordon Liao said, “GERTRUDE is the perfect partner for us to accelerate Annabelle’s into its next big chapter. Their extensive work in innovation and end-to-end excellence in bringing brands to life from conception through activation, will help us re-energize our current portfolio while building out new products.” Added Co-CEO Jacqueline Brooks, “Annabelle’s is an established company with a lot of room for growth but in a very competitive space. We have some really unique products and we’re so excited to have GERTRUDE’s expertise in brand storytelling to lift them up and drive sales.”
This year celebrates 70th delicious years for Annabelle’s, a third-generation family owned and operated candy manufacturer that was bought in 2022 by private equity firm Promise Holdings.
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GERTRUDE, INC. LAUNCHES RICE-A-RONI TROLLEY TOUR
CHI-LDN-NYC – All aboard for the San Francisco treat! PepsiCo’s Quaker division, in partnership with global branding and innovation agency GERTRUDE INC., have officially launched the 2022 Rice-A-Roni Trolley Tour.
Making its grand debut this year, the iconic Rice-A-Roni Trolley Tour is travelling throughout the country from May-August 2022, bringing America the brand’s signature, one-of-its-kind trolley to cities coast to coast. The trolley tour launched in Chicago at Navy Pier and Union Station on May 21st and 25th respectively, featuring a custom designed, fabricated, and branded Rice-A-Roni trolley as its centerpiece.
Throughout the summer, the tour keeps rolling on into and through Philadelphia (6/24 – 6/26), Charlotte (7/8-7/10), Dallas (7/22 – 7/24), and Phoenix (8/5 – 8/7), then culminates in Rice-A-Roni’s namesake home, San Francisco (8/19-8/21). Along its journey, the tour experience brings samples of Rice-A-Roni and Pasta-Roni’s newest “Heat and Eat” microwaveable varieties that deliver convenience, dependability, and great flavors to mealtime, so you can make the most of your quality time. While treating their tastebuds, tour guests enjoy giveaways, photo-ops, and more.
PepsiCo’s Quaker Meals team oversees the flagship Rice-A-Roni brand, the icon that we grew up with and trust to deliver dependable great taste for family time meals. The organization tapped GERTRUDE’s expertise in brand storytelling and creating memorable brand experiences to energize and innovate the next new chapter for the expanding “Roni” product portfolio.
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GERTRUDE, INC. CELEBRATES 17 YEARS OF INNOVATION
CHI-LDN-NYC – Global brand development, innovation advertising, marketing services consultancy GERTRUDE, INC. celebrates its 17th birthday reenergized; powered by the agency’s signature strategic and creative leadership for some of the biggest, best, and most innovative brands worldwide. Concurrently, GERTRUDE’s Design & Content division OZ MFG. COMPANY turns eight, and Experiential & Architecture division RAYE turns seven.
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GERTRUDE, INC. ACTIVATES RICE-A-RONI
CHI-LDN-NYC – Following GERTRUDE’s alignment with Near East in 2021, Quaker’s flagship “Roni” brands (Rice-a-Roni & Pasta- Roni) have initiated a high-profile engagement with GERTRUDE that will activate throughout 2022. The brand that we grew up with and trust to deliver dependable great taste for family time meals has tapped GERTRUDE’s expertise in brand storytelling and creating memorable brand experiences to energize and innovate the next new chapter for the expanding “Roni” product portfolio. Stay tuned!
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GERTRUDE, INC. MAKING ANCIENT GRAINS A THING OF THE FUTURE
CHI-LDN-NYC – GERTRUDE, INC. has initiated PepsiCo brand assignments across the organization—starting with key projects for premier brands within the Quaker subsidiary. Near East, Quaker’s ancient grains category leader, enlisted GERTRUDE to lead research, strategy, and positioning for its portfolio of packaged grains solutions to elevate the stand-out side dish for future brand work set to launch in 2022, currently also under GERTRUDE’s guidance. GERTRUDE’s Founder and Chief Creative Officer, Otis D. Gibson, shared, “We’re proud to be entrusted on the front lines for innovation-leading organizations, and are thrilled to help propel PepsiCo’s iconic brands into the future in new and dynamic ways. Near East is a thought-leader brand that we’re so excited to move forward.”
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GERTRUDE, INC. JOINS THE DIVERSITY IN DESIGN COLLABORATIVE
CHI-LDN-NYC – GERTRUDE, INC. is proud to announce the agency has joined the Diversity in Design (DID) Collaborative. The DID Collaborative is comprised of companies committed to recognizing and increasing diversity in design across all disciplines.
Founded in June 2021, DID is united by a belief in design’s power to enact positive change and the role of diversity in creating strong businesses. DID’s focus is to grow the network of members and collaborate on projects that address the immediate issue of the lack of representation of Black creatives in design in the U.S. The Collaborative aims to increase design career opportunities for Black youth through the building of industry awareness, knowledge and connections that will form an educational pipeline that leads to full-time employment.
DID organizes team work primarily through three committees: Awareness & Activation; College Programs & Education; and Recruitment & Retention. These committees will bring focus to 2022 launch strategies, starting with a Teen Design Fair in Detroit on March 18, 2022.
New members of DID include 3M Company, 50,000feet, Airbnb, Ammunition, ASH NYC, Carrier Digital, Corgan, Emotive Brand, GERTRUDE, INC., HNI Corporation (HBF, Allsteel, HON), Johnson & Johnson Design, level, Ralph Appelbaum Associates, Rightpoint, SOUR and The Ronin.
Founding members include 2x4, Adobe, Architecture + Information, Aruliden, Camron, Civilization, COLLINS, Dropbox, Fossil Group, The Freeman Company, fuseproject, Gap Inc., Levi Strauss & Co., MillerKnoll, Pentagram, Stamen Design, Studio O+A, Wolff Olins and Work & Co.
To learn more about the Diversity in Design Collaborative, visit diversityindesign.com
Credit: Logo by Forest Young
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CELEBRATING HISTORIC DESIGNS FROM BLACK DESIGNERS
CHI-LDN-NYC – Black designers have long been major contributors to the field. These are just a few of the practical inventions introduced to the world by #Blackdesigners. Through the power of #DIDCollaborative, we’re excited to celebrate a history of excellence and illuminate career pathways for continued ingenuity. Learn more at www.diversityindesign.com #diversityindesign
Credit: Art direction by Forest Young, design by Kelly O’Hara
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GERTRUDE REVITALIZES BRANDS FOR PEPSICO
JULY 15, 2021 – GERTRUDE, INC. has been engaged by PepsiCo across the organization for upcoming brand assignments—starting with key projects for premier brands within the Quaker subsidiary. Quaker has enlisted GERTRUDE for research and strategy work.
The relationship with GERTRUDE has been welcomed with excitement by both parties involved including GERTRUDE’S Founder and Chief Creative Officer, Otis D. Gibson, who stated, “We’re proud to be entrusted on the front lines for innovation-leading organizations, and are thrilled to help propel PepsiCo’s iconic brands into the future in new and dynamic ways.”
Previously, GERTRUDE also worked with PepsiCo’s design innovation group to create a multi-brand tailgate tour experience to activate PepsiCo’s premier NFL sponsorship.
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GERTRUDE’S CONTENT FACTORY THE BRNDHAUS PL-ZEN™ TAKES OFF
CHI-LDN-NYC – – Global brand development, innovation, advertising, and marketing services consultancy GERTRUDE, INC.™ announces the completed renovation and official launch of its 25,000 sq. ft. design-forward brand destination, THE BRNDHAUS PL-ZEN™ – located at 1727 W. 21st Street in Chicago’s vibrant Pilsen neighborhood. The 2.5-year long project is a transformational one that emerges from the past year with momentum and purpose, as GERTRUDE re-energized the 20-year vacant, 1914 warehouse and former palette factory as dynamic hub for global brand engagement, content creation, and connecting brands to culture.
While the world was shut down, GERTRUDE was cultivating brands at THE BRNDHAUS PL-ZEN™ in a COVID-19-safe, premium location for top-notch clients including Maker’s Mark Bourbon (brand films production), Courvoisier (VIP program), PepsiCo (digital content innovation), Netflix (season 2 production of #1 show Love Is Blind), and NBC’s hit crime drama Chicago P.D. (film production).
Powered by GERTRUDE, INC., THE BRNDHAUS PL-ZEN is the new global HQ to the agency and its two divisions OZ MFG. COMPANY™ (Content Design & Digital) and RAYE™ (Experiential & Architecture), and satellite office to GERTRUDE’s strategic digital media and content deployment partner Prolific Media.
The newly opened BRNDHAUS is described as a ‘Global Brand Innovation and Content Factory’ dedicated to the development, consumer co-creation, incubation and activation of brands. “The BRNDHAUS PL-ZEN’s founding purpose is to actualize unique experiences and content while aligning professional creative leaders, thinkers, and doers within a forward-looking environment,” said GERTRUDE and BRNDHAUS Owner and Chief Creative Officer Otis D. Gibson, “It provides a contained, focused space for brands to develop, rapid prototype, engage with consumers, host productions, and create and test ideas real-time in the heart of Pilsen.”
Additionally, the BRNDHAUS offers select rental opportunity exclusively for brand showrooms, pop-ups, retail, corporate meetings, and like-minded entrepreneurs and businesses. The building features wide-open spaces with 18’ ceilings and modern-industrial design, along with THE BRNDHAUS PL-ZEN LIVE™—a livestream capability for remote shooting and broadcasting, KAFFE ARLO™ LOUNGE, TOKIO 21™ GALLERY & GARDEN, and TOKIO 21™ MERCANTILE.
Gibson added, “With the business climate and agency landscape rapidly evolving and creating new opportunity for entrepreneurial solutions, THE BRNDHAUS PL-ZEN™ is a facility built for today’s clients in today’s world, and anticipating what tomorrow may look like. We look forward to serving GERTRUDE’s client partners and creative professionals as we collectively reshape and innovate an even smarter, stronger path forward.”
THE BRNDHAUS PL-ZEN™ is immediately available for brand experiences and activation, exclusive sponsorships, and film and photo production.
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GERTRUDE CELEBRATES 16 YEARS OF INNOVATION
FEBRUARY 01, 2021 – Global brand development, innovation advertising, marketing services consultancy celebrates a milestone 16th birthday on February 1, 2021, with a continued focus on leading premier brands to “DISRUPT, INVENT, and EVOLVE.” Concurrently, GERTRUDE’s Design & Content division OZ MFG. COMPANY turns seven, and Experiential & Architecture division RAYE commemorates six years.
It’s a very exciting new chapter of looking forward for forward-looking brands, as GERTRUDE has also now officially launched its Global Brand Innovation and Content Factory, THE BRNDHAUS PL-ZEN™ (Pronounced: The•Brand•House•Pil•sen). Owned and operated by GERTRUDE, the 25,000 sq. ft. property located in the heart of Pilsen, Chicago is dedicated to the development, consumer co-creation, incubation, and activation of brands. It is also the new global HQ to GERTRUDE, OZ, & RAYE.
VISIT THE BRNDHAUS PL-ZEN™ AT BRNDHAUS.CO
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NEWCITY DESIGN FEATURE:
BRIDGING CREATIVITY, INNOVATION, AND COMMUNITY WITH THE BRNDHAUS PL-ZEN™
SEPTEMBER 2, 2020 – Creativity and community collaboration have always been in the forefront for Otis D. Gibson and Heather Knapp. “Five years ago, GERTRUDE relocated its headquarters to Pilsen to better align the agency’s foundation in fostering a culture of creativity, global innovation and brand development with what we view as one of Chicago’s most dynamic, creative and inspiring communities vital for the city’s creative future,” said founder, CCO Gibson.
With a clientele that includes companies such as Absolut Vodka, Adidas, Coca-Cola, Diageo, Disney, Google, and PepsiCo and a global presence—the company has offices in London and New York, too—GERTRUDE was off to the next mission: to find a way to better serve the city’s creative and entrepreneurial community. Enter THE BRNDHAUS PL-ZEN™.
CLICK HERE TO READ THE FEATURE IN NEWCITY DESIGN
VISIT THE BRNDHAUS PL-ZEN™ AT BRNDHAUS.CO
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GERTRUDE OPENS THE BRNDHAUS PL-ZEN™ - A GLOBAL BRAND INNOVATION AND CONTENT FACTORY
AUGUST 05, 2020 – Global brand development, innovation, advertising, and marketing services consultancy GERTRUDE, INC.™ announces the completed renovation of its 25,000 sq. ft. design-forward brand destination, THE BRNDHAUS PL-ZEN™ (www.brndhaus.co). The two-year long development is a transformational one that brings a new brand and energy to the 20-year-vacant property located at 1727 W. 21st Street in Chicago’s dynamic Pilsen neighborhood; and new opportunity to global brands and professional creative business.
Powered by GERTRUDE, INC., THE BRNDHAUS PL-ZEN is the new global HQ to the agency and its two divisions OZ MFG. COMPANY™ – Design & Content, and RAYE™ – Experiential & Architecture.
The newly opened BRNDHAUS is described as a ‘Global Brand Innovation and Content Factory’ dedicated to the development, consumer co-creation, incubation and activation of brands. “The BRNDHAUS PL-ZEN’s founding purpose is to cultivate brand experiences while aligning professional creative leaders, thinkers, and doers within a premium, forward-looking environment that nurtures memorable brands,” said GERTRUDE and BRNDHAUS Owner and Chief Creative Officer Otis D. Gibson, “It provides a contained, creatively-focused space for brands to develop, rapid prototype, engage with consumers, do pop-ups, and create and test ideas real-time in the heart of Pilsen.”
Additionally, the BRNDHAUS offers select rental opportunity exclusively for like-minded entrepreneurs and businesses, film and photo production, retail, showrooms, and events. Mindful of today’s ever-shifting businesses realities, Gibson and team took care to create a socially distanced, globally connected space that is COVID-19 safety compliant. The building features wide-open spaces with 17’ ceilings for production, offsite meetings, and events, along with THE BRNDHAUS PL-ZEN LIVE™—a livestream capability for remote shooting and broadcasting. Other amenities include private offices from 250-10,000 sq. ft., BRNDHAUS REMOTE Collaborative WRKSPACE™ , private meeting areas, secured parking, KAFFE ARLO™ LOUNGE, TOKIO 21™ GALLERY & GARDEN, and TOKIO 21™ MERCANTILE. Also stay tuned for the building’s custom BRNDHAUS HAUSBRANDS™: KAFFÈ ARLO™ HAUSBLEND™ Kaffee, THE BRNDHAUS HAUSBREW™ Pilsener, THE BRNDHAUS HAUSMIX™ Cocktails, and THE BRNDHAUS Snacks.
Gibson added, “With the business climate rapidly evolving and creating new opportunity for entrepreneurial solutions, THE BRNDHAUS PL-ZEN™ is a facility built for today’s world and anticipating what tomorrow may look like. We look forward to serving our clients and creative professionals as we collectively reshape and innovate an even stronger path forward.”
THE BRNDHAUS PL-ZEN™ is immediately available for brand experiences and activation, film and photo production, space leasing, REMOTE WRKSPACE, meetings, and private events.
For inquiries please contact 312.266.4410 or hello@brndhaus.co.
ABOUT GERTRUDE, INC.
GERTRUDE, INC. is minority owned and certified agency headquartered in Chicago. Some of GERTRUDE’s clients have included AB InBev, DIAGEO, The Hershey Company, Hewlett Packard, J&J Snack Foods, Mars Wrigley, Mead Johnson Nutrition, Microsoft, PepsiCo, Red Bull, Singha Beer, and Virgin.
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A BRANDING EVOLUTION LED BY LEADERS
FEBRUARY 01, 2020 – Powered by GERTRUDE, INC., THE BRNDHAUS PL-ZEN™ is a premium, creative-led environment where clients can seamlessly create or evolve a brand, test innovative ideas with consumers, create timely content, and activate a brand all under one roof. A portfolio of services and offerings within The BRNDHAUS includes: Strategy, Branding, & Route to Market Planning, Product Design & Prototyping, Consumer Testing & Consumer Co-Creation, Exclusive Brand Sponsorships, Brand Activations & PR, Pop-up Branded Environments and Retail, and Original Branded Content Generation.
Some of GERTRUDE’s notable brand partners are AB InBev, DIAGEO, The Hershey Company, HP, I.W. HARPER Bourbon, Ketel One Vodka, L.A. Gear, Mars Wrigley, Mead Johnson Nutrition, Microsoft, PepsiCo, Red Bull, Steak ‘N Shake, Sunkist, STUDEBAKER Cocktails, Tiger Beer, Singha Beer, and Virgin.
VISIT THE BRNDHAUS PL-ZEN™ AT BRNDHAUS.CO
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GERTRUDE CELEBRATES 15 YEARS OF INNOVATION
FEBRUARY 01, 2020 – February 1, 2020 marks a major milestone for global brand development, innovation advertising, marketing services consultancy GERTRUDE, INC., as the agency embraces fifteen years of partnering with premier brands to “DISRUPT, INVENT, and EVOLVE.” Concurrently, GERTRUDE’s Design & Content division OZ Manufacturing Company turns six, and Experiential & Architecture division RAYE commemorates five years.
As an exciting new chapter unfolds, GERTRUDE prepares to launch its newest and grandest endeavor—the official opening of THE BRNDHAUS PL-ZEN™ (Pronounced: The•Brand•House•Pil•sen) in Spring/Summer 2020. The 25,000 sq. ft. property is a global brand innovation and content factory dedicated to the development, consumer co-creation, incubation, and activation of brands. The Pilsen, Chicago-based BRNDHAUS will be the new global HQ to GERTRUDE, OZ, and RAYE.
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YOU’RE NEVER TOO OLD TO INNOVATE
JULY 22, 2019 – Because game recognize game! We’re inspired by the latest Louis Vuitton Pop-ups in Chicago and NYC—riveting spaces that are #brandimmersion goals. Designed to showcase the F/W ‘19 collection by Virgil Abloh, they’re drenched in a monochromatic scheme that make a powerfully modern impact in their urban settings for the nearly 165-year-old brand. #retaildesign #popupshop #experiential.
We’re also truly inspired by Crayola's breakthrough #brandevolution. How did they do it? Look no further than the 134-year-old kids brand's #boldmoves in transforming how to own #color among young adults with #crayolabeauty.
#DISRUPT #INVENT #EVOLVE
CLICK HERE TO READ THE FULL STORY ON THE LV CHICAGO POP-UP
CLICK HERE TO READ THE FULL STORY ON THE LV NEW YORK POP-UP
CLICK HERE TO READ THE FULL STORY ON CRAYOLA BEAUTY
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CHICAGO P.D. SHOOTS AT GERTRUDE’S BRNDHAUS
MAY 22, 2019 – NBC and Emmy-winning producer Dick Wolf's riveting police drama following the men and women of the Chicago Police Department’s elite Intelligence Unit features THE BRNDHAUS PL-ZEN™ as the setting for the season finale airing Wednesday, May 22, 2019. GERTRUDE’s BRNDHAUS property, which was under construction during filming, was the perfect choice for location scouts seeking a classic abandoned Chicago warehouse located in the heart of Pilsen where the CPD is chasing its next high-profile case.
Now in its 6th season, the highly-rated Chicago P.D. follows the Intelligence Unit of the 21st District of the Chicago Police Department as they pursue the perpetrators of the city’s most heinous street offenses—organized crime, drug trafficking, murders, and beyond—against the backdrop of political and social agendas the play a key role in how they function. The elite force’s goal is to protect their great city, and their form of justice means that rules are oftentimes more guidelines than laws.
Chicago P.D. airs Wednesdays on NBC at 9pm CST.
Look out for more news on the next exciting chapter at THE BRNDHAUS PL-ZEN.
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GERTRUDE LAUNCHES THE BRNDHAUS PL-ZEN; CELEBRATES 100 YEARS OF INNOVATION
APRIL 01, 2019 – GERTRUDE, INC.™ announces the launch of THE BRNDHAUS PL-ZEN™ on April 1, 2019, coinciding with the momentous 100th anniversary of the German art school Staatliches Bauhaus, commonly known as “Bauhaus,” in operation since 1919.
The Bauhaus’ indelible influence on the development of modernist arts, architecture, and design during the 20th century is the inspiration for the BRNDHAUS’ modern aesthetic and founding purpose as a place to cultivate and nurture memorable brands and brand experiences while aligning the city’s creative leaders, thinkers, and doers.
The BRNDHAUS is the new HQ for global innovation, brand development, advertising, and marketing services consultancy GERTRUDE, INC. and the agency’s two divisions OZ MFG. COMPANY™ (Design & Content Creation) and RAYE™ (Experiential & Architecture).
As the BRNDHAUS embarks on a new chapter as ‘A Global Brand Innovation and Content Factory,’ we pay respect and admiration to the Bauhaus school’s 100 years of innovation.
The BRNDHAUS is scheduled to open its doors October 1, 2019.
CLICK HERE TO VISIT THE BRNDHAUS PL-ZEN
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GERTRUDE, INC. LEADERSHIP SELECTED FOR NEWCITY’S DESIGN 50: WHO SHAPES CHICAGO 2019
FEBRUARY 28, 2019 – GERTRUDE™ is pleased to announce the return of Newcity’s marquee design issue, Design 50: Who Shapes Chicago highlighting the behind-the-scene forces who bring Chicago’s worlds of design to life by driving the creation of form, function and beauty—from architecture and home, to fashion, product and graphic design.
Considering leadership, influence and vision as its principal measures, here’s those who lead Chicago’s design ecosystem into steady, collaborative growth, those who make a splash putting the city in the national and international spotlight and those, whose up-and-coming nature doesn’t compromise their big ventures, visions and ideas.
CLICK HERE TO READ THE FEATURE IN NEWCITY DESIGN
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BRANDING AGENCY CONVERTS PILSEN WAREHOUSE INTO INNOVATION FACTORY, THE BRNDHAUS PL-ZEN™
FEBRUARY 28, 2019 – Global brand development, innovation, advertising, and marketing services consultancy GERTRUDE, INC.™ has purchased and is refurbishing a bi-level warehouse building located at 1725-41 W. 21st Street in the heart of Chicago’s dynamic Pilsen neighborhood.
Scheduled to open its doors Spring/Summer 2020, the building has been named the THE BRNDHAUS PL-ZEN™ (Pronounced: The•Brand•House•Pil•sen). “The BRNDHAUS is described as a ‘Global Brand Innovation and Content Factory’ dedicated to the development, consumer co-creation, incubation and activation of brands within a mercurial working and gathering environment that is modern, premium, and forward-looking,” said the property owners and management.
Creatively owned and operated, the BRNDHAUS brings a distinct creative texture rooted in modernist design, and anchored by GERTRUDE’s branding and innovation expertise, to Pilsen’s landscape—aligning and inspiring professionals across advertising, architecture, branding, co-working, exhibit, fashion, film, and media arts, to grow with and imprint upon this singular neighborhood that was recently named by FORBES as one of the Top 12 Coolest Neighborhoods in the world.
The BRNDHAUS is the new global HQ for Chicago-London-New York based GERTRUDE, INC. and the agency’s two divisions OZ MFG. COMPANY™ (Design & Content Creation) and RAYE™ (Experiential & Architecture).
THE BRNDHAUS PL-ZEN announces its launch in 2019 to coincide with the momentous 100th anniversary of the German art school Staatliches Bauhaus, commonly known as “Bauhaus,” that opened April 1, 1919. The Bauhaus’ indelible influence on the development modernist arts, architecture, and design during the 20th century is the inspiration for the BRNDHAUS’ modern aesthetic and founding purpose as a place to cultivate and nurture memorable brands and brand experiences while aligning the city’s creative leaders, thinkers, and doers.
CLICK HERE TO VISIT THE BRNDHAUS PL-ZEN
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100 YEARS OF BAUHAUS: WHAT TODAY’S FAMOUS LOGOS WOULD LOOK LIKE IN BAUHAUS STYLE
FEBRUARY 18, 2019 – It’s bold. It’s minimal. It’s functional. After a hundred years, Bauhaus design continues to inspire artists, graphic designers and architects across the globe.
CLICK HERE TO READ THE FULL STORY BY 99DESIGNS
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GERTRUDE CELEBRATES 14 YEARS OF INNOVATION
FEBRUARY 01, 2019 – GERTRUDE™ enters its 14th year of challenging brands to “DISRUPT, INVENT, and EVOLVE” with forward thinking, expertly crafted ideas, and solutions that elevate brands and open new avenues for growth. The noteworthy date also marks the 5th birthday for the agency's Design division OZ MFG. COMPANY™ and the 3rd successful operational year for Experiential & Architecture division RAYE™.
Always looking ahead, the agency recently broke ground on a newly acquired 35,000 sq. ft. property located on seven city lots in the heart of Pilsen. The soon-to-be-named building and ‘Global Brand Innovation and Content Factory” will serve as the global headquarters for GERTRUDE, INC., OZ MFG. COMPANY, and RAYE.
Some notable GERTRUDE clients include: DIAGEO, Dunkin', Mars Wrigley, Midnight Pig Beer, MillerCoors, PepsiCo, Phoenix, Procter & Gamble, Red Bull, and Sonas Hospitality Co.
CLICK HERE TO VISIT OZ MFG. COMPANY
CLICK HERE TO VISIT RAYE
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GERTRUDE & OZ’s ‘WAVE BOTTLE’ SAYS HELLO TO DESIGN INNOVATION
JANUARY 07, 2019 – GERTRUDE™, in collaboration with the agency’s Design division OZ MFG. COMPANY™, has reimagined packaging design to innovate and modernize leading cranberry juice brand Ocean Spray.
GERTRUDE & OZ MFG COMPANY’s industrial and structural design teams conceived the “Wave Bottle,” a sleek, stylish, and sustainable package with an all new structural design that spotlights the brand’s iconic wave branding device, creating a completely ownable bottle shape to Ocean Spray rooted in the brand design. The “wave bottle” portfolio includes an updated shelf stable version made of bio-degradable plastic available in 64 oz. and 32 oz. sizes, along with an all new reusable stainless steel bottle, available in 10 oz. and 32 oz. sizes.
The concept was designed with three key strategies in mind: Elevate the Ocean Spray brand image among both core and new, younger users through design and sustainability; Broaden usage occasions beyond at-home by making the product design fit among other brands that are a part of their lifestyle; and Expand the brand’s presence beyond the traditional shelf (i.e. cooler, liquor aisle, and on-premise).
The newly proposed stainless steel variation also features a series of limited-edition bottles, each with a unique sculptural shape, and identity to match, to further augment a more contemporary, design-led portfolio line for Ocean Spray.
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GERTRUDE PURCHASES PILSEN WAREHOUSE
JULY 05, 2018 – With a clear path to indelibly marking the agency’s 14th year on Feb. 1, 2019, global brand development, innovation, advertising, and marketing services consultancy GERTRUDE, INC.™ has fortified its 5-year foothold in Chicago’s Pilsen district with the purchase of a property situated in the heart of the highly buzzed about neighborhood that was recently named by FORBES as one of the Top 12 Coolest Neighborhoods in the world.
Located at 1725-41 W. 21st Street, the bi-level warehouse building dates back to 1914, in its early years hosting local retailers including a bakery, and most recently housing a large cold storage and pallet factory. For the enduring structure’s next life, GERTRUDE intends to create a concept with the agency’s own mark of design craftsmanship, imagination, and branding that will see closer collaboration between GERTRUDE’s clients, consumers, and a wide array of disciplines across the creative community, as well as align with Pilsen’s reputation as a forward-looking hub for the city’s creativity and culture.
The entrepreneurial spirit and passion for ideas that have been GERTRUDE’s hallmark as a leader in the marketing innovation space make this move a natural evolution toward the agency’s next exciting chapter of inspiring tomorrow’s leaders. When completed, the renovated structure will become the new global HQ for GERTRUDE, INC. and the agency’s two divisions OZ MFG. COMPANY™ (Design) and RAYE™ (Experiential & Architecture).
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RED BULL MEDIA HOUSE TAPS GERTRUDE FOR PARTNERSHIP ASSIGNMENTS
JULY 01, 2018 – Red Bull Media House has tapped GERTRUDE™’s strategic and creative leadership to help shape and activate the organization’s global brand partnerships development, across Red Bull’s core channels spanning culture, music, sports, and e-sports.
CLICK HERE TO VISIT RED BULL MEDIA HOUSE
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PEPSICO TAPS GERTRUDE FOR DESIGN, INNOVATION, AND EXPERIENTIAL ASSIGNMENTS
JUNE 01, 2018 – PepsiCo.’s design and innovation has brought on GERTRUDE™, OZ MFG. COMPANY™, and RAYE™ for a high-profile assignment for its premier NFL Tailgating program that will coincide with the launch of Pepsi’s newly launched “Generations” campaign.
CLICK HERE TO VISIT PEPSICO DESIGN & INNOVATION
CLICK HERE TO VISIT OZ MFG. COMPANY
CLICK HERE TO VISIT RAYE
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PHOENIX TAPS GERTRUDE FOR BRAND RENOVATION AND RELAUNCH
APRIL 01, 2018 – Leading industrial restoration equipment brand Therma-Stor PHOENIX has enlisted the brand development and innovation expertise of GERTRUDE™, Design division OZ MFG. COMPANY™, and Experiential & Architecture division RAYE™ to refresh and relaunch the 20+-year-old brand on mission to become the #1 name in restoration equipment. GERTRUDE, OZ MFG. COMPANY, and RAYE will handle all aspects of the brand re-launch spanning Brand Positioning and Strategy, Brand Identity, Packaging Design, CGI / 3D Imaging, Brand Films, Advertising, Digital, Sales Collateral, and Retail.
CLICK HERE TO VISIT OZ MFG. COMPANY
CLICK HERE TO VISIT RAYE
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THIS LITTLE PIGGY WENT ON THE BLACK MARKET
FEBRUARY 03, 2018 – GERTRUDE™ has led new product and brand development for the launch of a craft beer by Nevin’s Brewing Company named Midnight Pig Beer. The Nevin’s Brewing Co. brand, a subsidiary of Sonas Hospitality Company, has also been refreshed by GERTRUDE, and the brewery will produce Midnight Pig Beer in Plainfield, IL.
The Midnight Pig Beer brand centers on Chicago’s infamous beer brewing past with the same spirit and innovation that came from the original prohibition-era trailblazers, who needed their secret concoctions to speak for themselves. Under the cover of darkness, these innovators transported their concoctions in unmarked mason jars nicknamed “pigs.” From a time when originality was paramount GERTRUDE gave the signature line of eleven beers a name, Midnight Pig, as well as a new brand story, naming, strategy, brand identity, packaging design, advertising, brand films, collateral, P.O.S., trade, consumer materials, and design of two Midnight Pig Tap Rooms.
Midnight Pig celebrates an infamous era of novelty, an era that can only be described by the brand’s tagline, “Notoriously Authentic,” to bring you beers such as: “Shamefaced”(German-style Pilsner), alluding to the shame that came with being caught bootlegging, “Wishful Thinking”(Belgian-style Dark Ale), to the hope that Prohibition would end, “Good Governor” (American Double Red), in honor of Illinois Governor Henry Horner who announced the repeal of Prohibition, “Zicke Zacke” (German-style Märzenbier), in honor of the traditional German toast, “Apocalyptinator” (German-style Dopplebock), in reference to the fear of Prohibition, “Bootlegger’s Paradise” (Belgian-style Saison), an homage to the modern-day bootlegger, “Hook & Hatchet” (Vienna-style Lager), a temperance-movement weapon of choice, “Secret Passage” (Imperial Stout) and “Divine Trickster” (Belgian-style Witbier), a nod to Prohibition’s underground dealings and dealers, “Tumultous” (IPA), an embodiment of the calamity during Prohibition, “Snitches Get Stitches” (Robust Porter), attributed to the no nonsense attitude of the times, and Pinched (IPA), to raise a glass to those who got caught in the game of quenching thirsts.
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A NEXT-GEN AGENCY FINDS ITS CREATIVE HEART IN PILSEN
APRIL 04, 2018 – A twenty-foot-long shipping container, painted bright red on the side of Pilsen’s Lacuna Artists Lofts building, marks the main entrance to the offices of the creative agency GERTRUDE™. Step inside and you’re met with GERTRUDE’s industrial-meets-mid-century-modern aesthetic. Housed in the same space—and using that same vibrant color palette with a touch of distinct steampunk style—are the agency’s separate design division, OZ MFG. COMPANY™, and their newly launched Experiential, Branded Architecture, & Environmental design division, RAYE™.
CLICK HERE TO READ THE FULL STORY IN NEWCITY
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GERTRUDE GOES UNDERCOVER TO LAUNCH SAFEHOUSE RESTAURANT
MARCH 09, 2017 – GERTRUDE, INC.™, the Chicago-based boutique ad agency, has been handed something close to a mission impossible. But one that will be fun to carry out, no matter how challenging. GERTRUDE has been tasked with developing the advertising strategy for the rollout of the SafeHouse Chicago, a spinoff of a 50-year-old Milwaukee institution that Marcus Hotel & Resorts has, in rather covert fashion, brought to the Chicago market.
CLICK HERE TO READ THE FULL STORY IN BIZJOURNALS
CLICK HERE TO VISIT SAFEHOUSE CHICAGO
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GERTRUDE EXPANDS ATB BEER CO. WITH NEW FLAGSHIP BRANDS
MARCH 01, 2017 – Following GERTRUDE™’s successful launch of Around The Bend Beer Co., the agency’s Design division OZ MFG. COMPANY™ has been tasked to continue overseeing the brand development and packaging design for several new variants: ATB Beer Co. Mr. Marmalade, an imperial IPA brewed with Seville Oranges; ATB Beer Co. Villainous, the portfolio’s flagship IPA; and ATB Beer Co. Vera, a Pistachio Cream Ale.
“Around The Bend is an exceptional product, and now a very distinctive brand that equally embodies a sense of curiosity and exceptional quality that play very well among craft beer drinkers,” said GERTRUDE and OZ MFG. COMPANY Founder, CCO Otis D. Gibson. “We’re very excited to continue helping lead ATB Beer Co. in defining what’s next in craft beer invention”.
ATB’s Mr. Marmalade glows in the glass, flavor filled bossy bitterness that is smart and tart, sultry and sweet. Seville oranges are the foundation of the classic British marmalade. They lend an astringent bitterness that gives the jam its distinctive flavor. The blending of Seville oranges with orange blossom honey and loads of American hops delivers a compelling balance of sweet orange flavor and intense, long lasting bitterness. Mr. Marmalade plays with the palate, stimulating the senses and satisfying ounce after every golden, copper ounce.
Villainous is ATB’s wickedest brew yet. West Coast meets British-style IPA—loaded with Centennial, Simcoe, and Mosaic hops for grapefruit and passion fruit overtones. It’s the most diabolical of plans. Instead of a single yeast strain, Villainous employs four; two British and two West Coast, to make one Super-IPA strain. This imparts subtle flavors like apple, clover honey and pear. A blend of the most coveted hops adds floral and fruity flavors in perfect compliment. A nefarious pleasure to be sure.
Pistachios (species P. vera) have been used in culinary applications for thousands of years. For a much shorter period, innovative brewers have used them to add a luscious character to their beers. ATB Beer Co. Vera is a delicate Pistachio Cream Ale with Caravienne malt that adds a touch more body than some others might, yielding a very drinkable session beer you’ll want to get crackin’ with.
“Brewing innovation is at the heart of Around The Bend’s approach to craft beer,” said Dan Schedler, Founder of Around The Bend Beer Co. “GERTRUDE and OZ MFG. COMPANY intuitively understand marketing innovation and bring craft to branding and design. It’s not only a complement to our philosophy, but an invaluable asset to shaping and launching a new beer brand that will stand out on shelf.”
Around the Bend’s steampunk-inspired creative direction was conceived and developed by OZ MFG. COMPANY, the Design division of global innovation, brand development, advertising, and marketing services consultancy GERTRUDE, INC.
CLICK HERE TO EXPLORE WHAT’S “AROUND THE BEND”
CLICK HERE TO VISIT OZ MFG. COMPANY
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KETEL ONE VODKA TAPS GERTRUDE FOR BRAND DEVELOMPENT
FEBRUARY 15, 2017 – GERTRUDE™ has followed up on successful prior engagements for DIAGEO brands I.W. HARPER Bourbon and STUDEBAKER Expertly Crafted Whisky Cocktails with the awarding of branding duties for DIAGEO pillar spirit Ketel One Vodka. Ketel One Vodka was recently selected by Drink International’s 50 Best Bars Brand Report as the Number One (#1) best selling vodka.
GERTRUDE is developing creative for the Ketel One brand world covering brand design for Ketel One Vodka’s modular bar system and barware, experiential activities, VIP Lifestyle, and activation of key sports stadium partnerships. GERTRUDE’s work is part of a global brand refresh and re-launch for Ketel One rolling out over the next year with the new campaign, “It Has To Be Perfect.”
Since 1691 and spanning 11 generations, Ketel One Vodka merges old world pot-still perfection with meticulous modern day distillation. Celebrating over 325 years of inspiration and innovation Ketel One Vodka is as drinkable as it is distinguished, years of exacting expertise, producing a paragon of quintessential quality, the epitome of enjoyment. Ketel One’s embodiment of excellence is crafted to capture the essence of this experimentation, crispness, clarity, and silky smooth softness. The character of Ketel One is fabricated from the finest quality considerations, mastered through a pristine process, built on a long legacy of distillation excellence.
GERTRUDE’s brand development for Ketel One Vodka captures the beauty of this brand’s exceptional heritage and superior attention to detail which produces “the perfect cocktails,” unique and unequaled. The qualities of Dutch distinction are also built into all aspects of the brand design, reflective in the care, obsessive craftsmanship, and remarkable values of the world’s superior spirit standard; Ketel One Vodka.
CLICK HERE TO VISIT KETEL ONE VODKA
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STEAK ‘N SHAKE TAPS GERTRUDE FOR BRAND INNOVATION
JULY 15, 2016 – The renowned casual dining chain, famous for making Original Steakburgers™ and Real Milk Milkshakes since 1934, has awarded GERTRUDE™ creative duties focused on branding and outdoor. Steak ‘N Shake approached GERTRUDE seeking the agency’s expertise in Brand Innovation to reinvigorate its classic image and increase guest visits, kicking off with the development of a truly unique and buzz-worthy Outdoor Spectacular to be featured Nationally.
GERTRUDE will focus on the brand’s unique heritage, hand-craftsmanship, and superior quality in its core offerings that has made Steak ‘N Shake the go-to family friendly establishment for over eighty years, with a vision to expand for generations to come.
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GERTRUDE, INC. TRANSFORMS CONTAINERS INTO EXPERIENTIAL EVENTS
MARCH 02, 2016 – Oh the things veteran Chicago ad man Otis D. Gibson can tell you about shipping containers. Yes, Gibson and his boutique shop GERTRUDE, INC.™ are very into the humble shipping container and how it can be transformed into something Gibson is now catchily calling “branded architecture.”
Shipping containers are at the center of the new Experiential & Architecture division at Gibson’s boutique ad agency GERTRUDE, INC. called RAYE™—a named derived from Ray Eames, part of the famed husband and wife design team Ray and Charles Eames.
CLICK HERE TO READ THE FULL STORY IN BIZJOURNALS
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ARCHIVE FEATURES GERTRUDE FOUNDER, CCO, OTIS D. GIBSON
FEBRUARY 15, 2016 – For this edition of Who is Who we bring you the founder and Chief Creative Officer of innovation, brand development, advertising and marketing services consultancy GERTRUDE, INC.™, Design division OZ MFG. COMPANY™, and Experiential & Architecture division RAYE™. With over 25 years of experience in almost all facets of advertising, he’s got some of the best and most innovative companies worldwide under his belt, including Google, Coca-Cola, McDonald’s, and Kraft, to name but a few. Otis himself holds an MBA from Steinbeis School of Management and Innovation.
CLICK HERE TO READ THE FULL STORY IN LUERZER’S ARCHIVE
CLICK HERE TO VISIT OZ MFG. COMPANY
CLICK HERE TO VISIT RAYE
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GERTRUDE LAUNCHES EXPERIENTIAL + BRANDED ARCHITECTURE DIVISION
FEBRUARY 01, 2016 – Global innovation and brand development agency GERTRUDE, INC.™ officially announces the opening of RAYE™—the agency’s new Experiential, Branded Architecture, & Environmental Design division that specializes in premium branded structures and environments, from concept and design to build and activation.
Backed by GERTRUDE’s branding expertise, RAYE takes experiential to a completely new level, turning a brand’s strategic architecture into physical, branded architecture. In short, Branded Architecture is the sum of Strategy + Design + Architecture + Advertising.
RAYE delivers premium product placement and exclusive engagement activations. “We believe that dreams can be built, from an idea, an environment, or an event. Brands want to believe they are reaching their customers, touching them; experiential activations are an extension of a brand’s breadth, and RAYE delivers through custom crafted premium branded environments,” said RAYE Founder, Chief Creative Officer Otis D. Gibson, who founded GERTRUDE in 2005. In the area of developing spaces and small structures, RAYE does so in a style that brings to life a brand’s personality through innovative structural design and communicates the essence of the brand in every design detail. “We’re mixing branding and architecture.”
The launch of the new unit at GERTRUDE INC., which is now in its 11th year in Chicago, came, Gibson said, after his firm got more and more requests from clients to translate the agency’s success into developing and shaping brands into launch activations. “Clients increasingly are looking beyond traditional television and print ads,” said Gibson. So Gibson’s GERTRUDE and RAYE are doing a lot of experiential stuff with what is rapidly becoming a new signature offering—shipping containers. Now, Gibson’s may very well be the only Chicago ad agency that can say it specializes in premium-branded shipping container design, modification and activation.
RAYE opens with several projects completed for the launch of two DIAGEO innovation brands: I.W. HARPER Kentucky Straight Bourbon Whisky and STUDEBAKER Expertly Crafted Whisky Cocktails. For the latter, RAYE redeveloped of a 20’ shipping container into a custom designed and fabricated “modern speakeasy” to introduce these premium, bottled whisky cocktails inspired by Prohibition era classics, the Old Fashioned and Manhattan.
Designated internally as RAYE-1001, the “modern speakeasy” conjures the image of an exquisitely handcrafted whisky crate, featuring a burnt cedar clad exterior, wrap-around deck, reclaimed wood finishes, electrical, video and sound system, and dry bar. “1001” is one of a collection of branded environments to launch under RAYE’s belt that are also completely mobile, making RAYE fully adaptable not only to brands, but to locations and experiences across the globe. RAYE is currently developing several new projects for a number of clients, including a mobile classroom and a beer garden in Chicago’s booming West Loop.
Another recent RAYE client highlight was a project for QSR giant McDonald’s called “McDonalds Contains Happiness.” The concept features a fleet of 40′ and 20′ Shipping Containers reimagined as the iconic McDonalds Happy Meal. The inviting, bright red structures, topped by the signature golden arches, emanate a large scale “happiness” centric to the classic menu item that gives consumers an opportunity to experience the world inside a McDonald’s Happy Meal. The fully mobile units are designed for turn-key activation, including electrical, HVAC, finished interiors, optional wrap-around deck, and portable generator.
Finally, RAYE conceived and produced the agency’s striking main entrance, designed from a 20′ L x 8.5′ H shipping container, customized with glass and wood trim, and finished with the agency’s signature vibrant red color and branding.
RAYE is led by GERTRUDE Founder, CCO, Otis D. Gibson, and agency President, Heather Knapp.
CLICK HERE TO VISIT RAYE
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GERTRUDE OPENS STUDEBAKER “WHISKY 6iX” CLUB CAR AND SPEAKEASY
JANUARY 01, 2016 – During the days of Prohibition (1919-1933), Canadian Whisky boomed in the United States, as whisky that had been legally distilled north of the border made its way to the millions of thirsty Americans hiding out in speakeasies across the country. Bartenders looking for quality spirits quickly became fond of the dynamically rich taste of Canadian Whisky and adopted it to craft cocktails like the Old Fashioned and Manhattan that embodied the era and would go on to become classics.
Whether hosting friends and family or toasting to your favorite occasion, STUDEBAKER Expertly Crafted Whisky Cocktails take the guesswork and preparation out of serving these classics, allowing consumers to enjoy the perfect cocktail on any occasion. With STUDEBAKER Old Fashioned and STUDEBAKER Manhattan, an expertly crafted whisky cocktail is just a pour away.
GERTRUDE™, along with the agency’s Design and Experiential teams (OZ MFG. COMPANY™ and RAYE™ respectively), led the wildly successful brand campaign and launch event for STUDEBAKER. For one night, specially invited media, trade, and social influencers convened to experience the STUDEBAKER “WHISKY 6iX,” an innovative, two-part branded environment designed to illuminate how STUDEBAKER’s exceptional craftsmanship and alluring history bring forth “famous cocktails from an infamous era.”
Arriving guests entered a converted 2200 Series CTA Train Car reimagined as a 1920s Club Car, complete with a custom branded exterior, interior signage telling the brand’s Prohibition era history adorned in Art Deco style, custom fabricated whisky crates, 1920s era swing jazz, and of course, bartenders serving up STUDEBAKER Cocktails. The WHISKY 6iX experience continued as guests exited the train car and stepped into a lounge resembling an oversized whisky crate. A secured sliding front door beckoned guests to approach and enter a private room custom designed for STUDEBAKER, including a short film showcasing the brand’s Prohibition backstory. This “modern speakeasy” lounge, designed from a 20′ L x 8.5′ H shipping container, was conceived and built by GERTRUDE’s new Experiential & Branded Architecture division, RAYE.
CLICK HERE TO VISIT OZ MFG. COMPANY
CLICK HERE TO VISIT RAYE
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GERTRUDE LAUNCHES STUDEBAKER EXPERTLY CRAFTED WHISKY COCKTAILS
JANUARY 01, 2016 – Following GERTRUDE’s™ successful re-launch of the legendary I.W. HARPER bourbon, DIAGEO’s Innovation team has enlisted the agency to lead strategy and creative for the launch of new-to-world brand, STUDEBAKER Expertly Crafted Whisky Cocktails.
STUDEBAKER is a premium, full proof, crafted whisky cocktail featuring Prohibition inspired classics such as the STUDEBAKER Old Fashioned and STUDEBAKER Manhattan. Developed by historians and mixologists, STUDEBAKER masterfully blends the finest Canadian Whisky with select premium ingredients to replicate unique tastes of cocktail history, perfected from bottle to glass. STUDEBAKER’s elegant and contemporary art deco style packaging design furthers this story of exquisite quality rooted in Prohibition tradition.
Creating a classic is the stuff of legend. During the days of Prohibition (1919-1933), Canadian Whisky boomed in the U.S., as whisky that had been legally distilled north of the border made its way to the millions of thirsty Americans hiding out in speakeasies across the country. Bartenders looking for quality spirits quickly became fond of the dynamically rich taste of Canadian Whisky, and adopted it for classic whisky cocktails like the Old Fashioned and Manhattan. The mythology of the Manhattan is lost in lore similar to the tales of the Old Fashioned. What we do know is that it all begins with whisky, Canadian, American, Irish, Bourbon or Rye, the Manhattan being a little sweet from the red vermouth and the Old Fashioned being sweet from a cube of sugar, a dash of bitters in the Manhattan, 2 dashes in the Old Fashioned with a splash of water to keep it all honest. Knowing these two standards is like knowing the gospels, two drinks; that tell a passion play of Prohibition, the possibilities of perfection and the art and science of the spirits.
The current whiskey boom has led to a resurgence of these iconic drinks that consumers have once again adopted as contemporary favorites, and STUDEBAKER Expertly Crafted Whisky Cocktails have mastered this mixology, blending Canadian Whisky and key ingredients to deliver STUDEBAKER Old Fashioneds and Manhattans. Sip a STUDEBAKER Manhattan, perfected with sweet vermouth and a touch of bitters, garnished with a maraschino cherry. Enjoy a STUDEBAKER Old Fashioned, exquisitely executed with cherry, orange, and a touch of bitters, garnished with a simple orange peel.
Whether hosting friends and family or cheering on your favorite team, STUDEBAKER takes the guesswork and preparation out of developing these classic cocktails, allowing consumers to enjoy the perfect cocktail on any occasion. With STUDEBAKER Old Fashioneds and STUDEBAKER Manhattans, an expertly crafted whisky cocktail is just a pour away.
GERTRUDE developed the brand strategy, positioning, and creative for these “famed cocktails inspired by an infamous era” that introduced Studebaker to a modern audience with a taste for exquisite classic cocktailing. STUDEBAKER launched nationally via Trade, Print, Digital, Brand Film, and Retail. GERTRUDE also oversaw the brand launch event, held in Chicago, which featured the STUDEBAKER “WHISKY 6iX”—a converted 2200 Series CTA Train Car reimagined as a 1920s Club Car, along with a 20’ shipping container designed as a “modern speakeasy” lounge.
GERTRUDE’s Design division OZ MFG. COMPANY™ led the design of the campaign collateral and website, capturing the Prohibition age with a distinct look featuring 1920s style tin type and Art Deco graphics befitting the era that inspired STUDEBAKER’s classic whisky cocktails. GERTRUDE’s Experiential & Architecture division RAYE conceived, built, and activated the STUDEBAKER “Whisky 6iX” experience.
DIAGEO is the world’s leading premium drinks business with an outstanding and unparalleled portfolio of alcohol beverage brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor and Buchanan whiskies, Smirnoff, Ciroc, Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness. DIAGEO is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). Celebrating life, everyday, everywhere.
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GERTRUDE CONVERTS CTA TRAIN CAR INTO PREMIUM VENUE
JULY 01, 2016 – More train track lines radiate in more directions from Chicago than from anywhere else in the United States, making Chicago a crucial railroad center to North America. In the middle of Chicago, at the heart of the railways, is the ever-adapting village of Pilsen. The neighborhood has transformed over the years, but at the turn of the century Pilsen was at the heart of the industrial hub in the city and central to the accessibility of the city’s railroads and highways. Now in yet another exciting chapter, today’s Pilsen is also recognized as a leading creative hub in Chicago with some of the strongest artistic presence in the city. The area is home to thousands of artists, hosts hundreds of galleries, and is the location of the city’s monthly Art Walk.
From industrial center to artistic community, Pilsen has a unique and compelling history. One that can’t be told without acknowledging Pilsen as the historical home to a number of key buildings, businesses, and influencers in the city’s rich past. One of those buildings, located at 2150 South Canalport Avenue, stood a century ago as largest pasta producing factory in the country, called the Viviano Macaroni Company. Today, the revamped structure is a creative business professionals mecca situated in the heart of Chicago’s Pilsen arts district, and the home to the HQ office of GERTRUDE, INC.™, a global innovation, brand development, advertising, and marketing services agency.
Upon moving into the building’s loading dock, GERTRUDE had its eye on an exceptional property poised for transformation and brand activation sitting in the parking lot just outside the agency—retired CTA Train Car No. 2238.
For many years, those who lived in Chicago navigated the city in a 2200 Series stainless steel train car. The iconic railcar series was in service from 1969-2013 and primarily used on the CTA Blue Line. The train cars were the first of their kind. Designed by the Budd Company in Pennsylvania, the 2200 Series became an iconic standard for those traveling in between Forest Park and O’Hare by creating a streamlined commute from the suburbs into every part of the city. Only 150 of these train cars were ever made. Ten remain, existing in museums or used in movies, but most were sold for scrap. Living in the 2150 S. Canalport parking lot is one of the final surviving cars from the 2200 series built in 1967. CTA CAR NO. 2238.
With the building being a thriving creative community, as well as an integral part of Pilsen’s popular artistic scene and a one-of-a-kind destination in Chicago, naturally GERTRUDE saw an added opportunity to seamlessly integrate 2238 OFF THE RAILS into this culture. Recognizing the train car’s unique potential, GERTRUDE approached the property management with a name and brand activation concept to launch the train car as a brand new event venue called 22Thirty8 Off The Rails.
Car 2238, now simply dubbed “OFF THE RAILS,” has been repositioned, rebranded, and re-launched by GERTRUDE in collaboration with agency’s Design division OZ MFG. COMPANY™ and Experiential & Branded Architecture division RAYE™, as a 380 sq. ft., premium gallery and activation space featuring hard wood flooring, media capabilities, a service dry bar, and numerous interior/exterior branding opportunities. CTA Car #2238 takes a new leap forward as a premier event space that can host a wide variety of experiences, both inside the car and on its adjoining deck, making it the only premium space of its kind in Chicago, appropriately location in the city’s vibrant, industrial Pilsen Arst District. The venue is ideal for private events, tastings, screenings, and temporary creative workspace.
Further tying in with the community, 22Thirty8 OFF THE RAILS will also host OTR movie nights, screening movies filmed in Chicago on the 2nd Friday of each month to coincide with Pilsen’s monthly “2nd Friday” art walks. These events will be invite only, uniting influential members of the tenant community and professionals in Pilsen. 22Thirty8 OFF THE RAILS will also serve as an international artist showcase, featuring artworks by premium, globally renowned artists, commissioned on a periodic basis to paint the train exterior.
“OFF THE RAILS is a one-of-a-kind venue for Chicago, and a natural complement to the neighborhood’s one-of-a-kind creative culture. Activating the venue for GERTRUDE’s clients who work in innovation has been exceptionally well received, and complete proof of concept,” said GERTRUDE Founder, CCO Otis D. Gibson. “We look forward to seeing the next exciting transformation for Pilsen’s newest gem.”
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GRAB A GLASS AND SOME ROCKS. THIS ONE’S GOING TO BE GOOD.
APRIL 01, 2015 – Global premium spirits giant DIAGEO enlisted GERTRUDE, INC.™ to lead strategy and creative for the renovation and re-launch of an internationally renowned, iconic bourbon brand making a landmark reunion with the U.S. market.
GERTRUDE initiated strategic and creative duties for the DIAGEO Innovation team with the redevelopment and re-launch of the legendary, 142-year-old I.W. HARPER bourbon brand, which returns to the U.S. for the first time in nearly 20 years with the release of two new, unique offerings: I.W. HARPER Kentucky Straight Bourbon Whiskey, and a limited release of I.W. HARPER 15-Year-Old Kentucky Straight Bourbon Whiskey. The storied brand is returning home after a long journey spanning 110 countries. Tasked with “modernizing a classic,” GERTRUDE applied the agency’s leading expertise in Brand Innovation and Brand Renovation to reposition, revitalize, and re-launch the I.W. HARPER brand in a memorable way befitting its remarkable history and premium positioning.
The new “Welcome Home Mr. Harper.” campaign launched in several key markets including Louisville, Chicago, and Portland, via Trade, Print, Digital, Brand Film, and Retail. The campaign also features a custom I.W. HARPER 1928 Ford Model A Huckster. The custom branded showpiece was conceived, sourced, designed and produced by GERTRUDE’s Design division, OZ MFG. COMPANY, along with the agency’s Experiential & Architecture division, RAYE. The vehicle was featured at the I.W. HARPER Chicago PR launch event on March 26th and will live permanently in the I.W. HARPER room at the Stitzel-Weller Distillery in Louisville, Kentucky.
The I.W. HARPER brand launch came at a perfect time for GERTRUDE, following the agency’s ten-year anniversary on February 1st, a milestone celebrating GERTRUDE’s longstanding foundation in innovation. The I.W. HARPER work debuted Spring 2015.
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MAGIK MACARONI UNITES CHICAGO WITH CROWD OF OVER 400
OCTOBER 23, 2014 – On Thursday, October 16th, GERTRUDE™ & the ART DIRECTORS CLUB delivered a resoundingly successful inaugural MAGIK MACARONI to a packed house. The 400+ crowd, comprised of agencies, production companies, photographers, designers, artists, and students, came together to partake in an evening dedicated to inspiring Chicago’s creative community through a showcase of global creative innovation.
From 6-10pm, guests gathered at GERTRUDE’s building at 2150 S. Canalport Ave. to mingle and tour the Global ADC Awards Traveling Exhibition, watch The InspirADCion Film Series featuring legendary ad man Lee Clow, and view an exclusive screening of the 2014 ADC Tomorrow Awards. As a special addition to the festivities, the night kicked off from 4-6pm with the “Let’s Make The Industry 50/50” photo shoot, an initiative celebrating equal gender representation in the creative communications industry. The photo captured a remarkable group of 80 of Chicago’s female creative leaders, making it the third successful “50/50 initiative” photo taken in major cities following New York and Toronto.
MAGIK MACARONI title sponsors included global innovation, brand development, advertising, and marketing services agency GERTRUDE, INC., OZ MFG. COMPANY™ (GERTRUDE’s Design division), ART DIRECTORS CLUB Global, and Leo Burnett. Supporting sponsors included Luerzer’s ARCHIVE, OKRP, Optimus Design, Resolution Productions Group, SID LEE, Shutterstock, and All Rise Brewing Co. Sponsors for the 50/50 Initiative Photoshoot included Energy BBDO, SAROFSKY, The Colonie, and Creative Niche.
“We are absolutely thrilled by the turn-out and positive energy that was shown for MAGIK MACARONI. We look forward to Chicago’s creative industry growing its relationship with ADC, giving us the platform to bring even more new ideas and experiences to inspire this great community,” said GERTRUDE Founder, Chief Creative Officer, Otis D. Gibson.
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PHOTO, VIDEO, & ART CREDITS:
– 50/50 Photography & Video: Monte Isom – monteisom.com
– MAGIK MACARONI Event Video: Joshua Smith
– CTA Train Artwork: Mauricio Ramirez
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GERTRUDE, OZ MFG. COMPANY, AND ADC TO HOST MAGIK MACARONI
SEPTEMBER 09, 2014 – Following the success of GERTRUDE’s™ inaugural event with the Art Directors Club last year, on October 16th, 2014, GERTRUDE, OZ MFG. COMPANY™, and the ADC will step things up with the presentation of MAGIK MACARONI, an event focused on innovation in advertising and design that will rally Chicago’s creative community around the ADC to celebrate the very best in creativity.
Just as MAGIK MACARONI is about inspired ideas, so its name stems from an inspired combination: the famed Chicago Magikist sign and the historical Viviano Macaroni Company—once home to the largest macaroni producing factory in the US and now a creative business professionals center.
MAGIK MACARONI will deliver an experiential evening presented through installations and activities curated by the ADC. Some MAGIK MACARONI highlights include The InspirADCion Film Series featuring legendary ad man Lee Clow, the iconic designer Ivan Chermayeff and famed agency architect Clive Wilkinson, an exclusive screening of the 2014 ADC Tomorrow Awards, and the Global ADC Traveling Exhibition.
Partners from the advertising, production, and creative industries have joined GERTRUDE and the ADC to create a truly inspiring event—including title sponsor Leo Burnett, as well as supporting sponsors SID LEE, Shutterstock, Resolution Digital Studios, OKRP, Optimus Design, Luerzer’s ARCHIVE, Berlin School of Creative Leadership, and Creative Niche.
MAGIK MACARONI will take place on Thursday, October 16th at 2150 S. Canalport Ave. Transportation service will be provided to/from event with pick-up/drop-off at 35 W. Wacker Drive. Tickets must be purchased in advance.
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GERTRUDE AND OZ MFG. COMPANY SIGN AROUND THE BEND BEER CO.
APRIL 01, 2014 – Around The Bend Beer Co. has appointed GERTRUDE™ and Design division OZ MFG. COMPANY™ as lead strategic and creative agency to handle duties supporting the brand development and launch. A shared vision and passion for innovation brought Around The Bend, GERTRUDE, and OZ MFG. COMPANY together and will be the foundation for showcasing “what’s next” in the world of craft beer.
“Brewing innovation is at the heart of Around The Bend’s approach to craft beer” said Dan Schedler, Founder of Around The Bend Beer Co. “GERTRUDE and OZ Manufacturing Company intuitively understand marketing innovation. It’s not only a complement to our philosophy, but an invaluable asset to shaping and launching a new craft beer brand that will stand out on shelf. GERTRUDE will handle brand positioning and strategy, advertising, and social media for Around The Bend, while GERTRUDE’s Design, Branding, and Production division, OZ MFG. COMPANY, will oversee identity, packaging, digital, and collateral design.
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GERTRUDE’s OZ MFG. COMPANY PICKS UP PROJECTS FROM AB INBEV
MARCH 01, 2014 – GERTRUDE’s™ OZ Manufacturing Company™ welcomes AB InBev to its family of global brands. OZ MFG. COMPANY has picked up several assignments for AB InBev’s Innovation team within the Bud Light / Bud Light Lime portfolio, as well as several confidential new products. OZ MFG. COMPANY will handle portfolio, strategy, branding, product naming, and packaging design.
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GERTRUDE OPENS OZ MANUFACTURING COMPANY
FEBRUARY 01, 2014 – GERTRUDE™ has officially opened OZ Manufacturing Company™, specializing in Design and Branding. OZ MFG. COMPANY is a division of GERTRUDE, INC., a full service, independent global innovation, brand development, advertising, and marketing services consultancy. OZ MFG. COMPANY further extends the agency’s focus on innovation, strategy, and creative with a global team that specializes in corporate identity, brand management, product development, packaging, structural design, retouching, CGI / 3D imaging, and photography.
“We are very excited to launch OZ Manufacturing Company. The positive reception of OZ MFG. COMPANY by our clients worldwide has been a testament to their ongoing trust in GERTRUDE for design and branding,” said GERTRUDE & OZ MFG. COMPANY Founder, Chief Creative Officer. Adds GERTRUDE & OZ MFG. COMPANY President, Heather Knapp, “It is a clear signal that these services are an important cornerstone for our core business in brand development and innovation.”
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