Prospiant
Through multiple large-scale acquisitions, Gibraltar Industries’ board aimed to create a dominant national platform in the commercial greenhouses, cultivation structures and growing equipment markets.
Gibraltar Industries is a leading manufacturer and distributor of products for agtech, renewables, infrastructure and residential markets. By combining six brands into one, including two new acquisitions in the cannabis growing and processing industry, the company was poised to move beyond simply supplying greenhouse structures to offering turnkey greenhouse and botanical oil extraction solutions.
Through in-depth internal and external research, we learned that the marketplace was looking for more than products and services; it was seeking guidance and support to navigate a fast-changing environment. At the same time, research revealed that the company’s long history in different segments of this market was seen as a key advantage; leveraging this history across all businesses, including those recently acquired, was thus a key imperative.
Our research led to a foundational recommendation: unite the six legacy brands under a single master brand. This unified go-to-market strategy leveraged the history and expertise of the legacy brands across the entire value chain while building equity around a single entity. To support this strategy, we developed a new name for the combined businesses: Prospiant, a nod to the people who make prosperity happen.
“From plant to product. Foundational design to seamless integration. Grow facilities and labs to business plans and boardroom strategy. Our collaboration, vision and know-how open new opportunities.” This “Growth rooted in partnership” brand, supported by extensive brand guidelines, effectively speaks directly to business executives as well as farmers through a variety of marketing channels and media.
The DB team was all in. Their award-winning work elevated our presence and perception in the market in meaningful ways.
