Gibraltar Industries
To maximize value for shareholders, customers and employees, Gibraltar’s CEO was on a mission to unite a diversified portfolio of growing companies.
Gibraltar Industries is a leading multi-industrial manufacturer/distributor serving agtech, renewables, infrastructure, even residential markets. Expanded by acquisitions, strengthened by diversification, the portfolio was strong. To build its value—value greater than the sum of its parts—we set out to define the growth drivers that set Gibraltar apart.
Our research was deep, and we discovered something even deeper: Gibraltar’s culture is remarkably consistent across its uniquely diverse businesses. The company is full of smart, practical innovators. They treat science, engineering and design as tools for solving problems—and find beauty in every ingenious blueprint.
That strong common thread of cultural DNA inspired the big brand idea, “Excellence in the making.” This concept acknowledges the company’s manufacturing roots and celebrates that at Gibraltar, everyone is a maker—whether they’re making machines, custom greenhouses, solar infrastructure or even acquisitions.
Today, Gibraltar’s new brand positioning and creative expression evoke innovation the way an engineer sees it: putting pieces together to envision possibilities and architect progress. It highlights the problem-solving mindset of the company’s remarkable people, from executive offices to manufacturing floors.
Gibraltar is now far more than a holding company. It’s a dynamic combination of “makers, thinkers and doers on a mission to change lives with services and products that work as hard as the people who use them.” The brand inspires shareholders with a clear vision for growth. It attracts talent and has transformed employees into brand ambassadors for the “maker” way. It engages and drives loyalty among customers who value long-term partnerships.
For shareholders, customers and talent, Gibraltar will always be a place where excellence is in the making.
DeSantis Breindel operates as a true partner. We relied on them as an extension of our internal team.