GBC

General Binding Corporation (GBC), a manufacturer of office products including binding machines, laminators, paper trimmers, and shredders, underwent a comprehensive rebrand to reposition itself as a consumer-friendly, benefit-driven office solutions provider.

Beyond a visual refresh, the project involved a full reorganization of the product hierarchy—clarifying naming conventions, product segmentation, and overall brand architecture. The new system was designed to improve usability and create a more intuitive experience across both commercial and consumer markets.

The rebrand extended across multiple touchpoints, including updated product and lifestyle photography, packaging aligned with the new brand direction, and a cohesive collateral system to support the sales force. A set of graphic standards was also developed and transitioned to the internal creative team.

Role: I led ideation, design concepting, and directed production and execution across brand, packaging, and collateral systems.