GENTEX CORPORATION
The Challenge
The challenge was immense: take a 125+ year old company and its product brand portfolio – Ops-Core, Gentex Air, and PureFlo – strengthen its position in the market as a solutions-based, headborne system company while empowering them as the top-of-mind source for personal protection products in military special operations forces, elite law enforcement, healthcare & pharmaceutical, nuclear, and industrial sectors.
Our Solution
Once we had established brand elevation and consistency for
Ops-Core, Gentex Air, and PureFlo, Gate folded these product lines under the Gentex Corporation umbrella. We took the best of what the company had as a brand and enhanced it with revamped brand typography, design elements, color application, and stylized photography. What we had created for each product line was now the rich palette for the overarching Gentex Corporation story. With each product line having its own unique brand queues, we could intermingle these elements under a single voice in digital advertising, tradeshow support, video production, human resources support, website brand management, and print for outdoor and collateral.
HUBSPOT Email Templates
GENTEX Corps has implemented a comprehensive email marketing ecosystem featuring multiple template categories designed to support both internal and external communications across all business units. The system includes versatile templates for webform autoresponders, single topic communications, long-form product information, coupon offers, and newsletters—each with multiple configurations to address specific needs. These carefully crafted email templates connect seamlessly to corresponding landing pages through an innovative modular design approach. This modular system allows teams to populate landing pages with appropriate design elements based on particular requirements, ensuring consistent branding while maintaining the flexibility to customize content for different audiences and purposes.
Website
Gate was tasked as a brand manager to oversee the implementation and correct use of design elements and photography in the development of Gentex Corporation’s new website. We curated and sized photography for every page and section, including product offerings, company history, and all product sub-brands. We supplied branded photography where needed. We directed the developers on appropriate design elements for each business unit, ensuring brand consistency and alignment throughout the site as well as ongoing marketing initiatives.
Corporate Recruitment Campaign
GENTEX Corporation launched a comprehensive workforce development initiative following the success of the “Why GENTEX Matters” video series. The multi-channel recruitment campaign targeted the Scranton area, focusing on attracting skilled welders and entry-level workers across all shifts. The strategy deployed high-visibility billboards along key commuter routes featuring the compelling tagline “WORK WITH THE BEST, TO PROTECT THE BEST,” highlighting competitive starting wages for experienced candidates. Supporting materials included detailed recruitment brochures showcasing GENTEX’s century-long heritage, family-owned values, and global leadership in protective equipment for defense forces, emergency responders, and industrial applications. The campaign extended to digital platforms with targeted social media content promoting upcoming job fairs and recruitment events, all unified by consistent messaging that emphasized both the practical benefits of employment and the meaningful purpose behind GENTEX’s critical work protecting those who serve.
Brand Guidelines for all Business Units
All brand guidelines establish a cohesive framework that maintains consistency across business units while preserving distinct product identities. They comprehensively address logo usage, color specifications, typography hierarchy, design elements, photography treatment, and application templates. The guidelines clearly define the relationship between the parent company and product brands, with specific instructions for different show contexts and co-branding scenarios. This thorough documentation demonstrates Gentex’s commitment to preserving brand equity and ensuring proper implementation across all touchpoints by internal teams or external partners.