Gemstar Hardcases

My Role: Brand Refresh, Storyboarding,
Campaign, Photo/Video Direction,
Strategy, 3D Rendering

Gemstar is a quiet juggernaut of the plastics industry located right in our own backyard: Cannon Falls, Minnesota. Gemstar hard cases are purpose-built to protect delicate equipment even in the harshest environments. 

Initially, they approached Pocket Herculues to shoot product photography and design a magazine ad, but our relationship turned into much more. Six months later, we're launching brand campaigns, completely overhauling the Gemstar website, producing videos, more print materials, seeding kits and even reworking the brand identity of Gemstar's parent company, Gemini.

EARLY BRAND POSITIONING DECK

After the initial moodboards for the photoshoot were sent, Gemstar like the look so much that they asked for an entire brand refresh based around that. The idea was to attract even more business from the U.S. Military with a rougher, tougher look. 

The first photoshoot at Gemstar focused primarily on the cases themselves. 

These photos would be used as glamour shots across web ads, print and video. A few stylized shots were also created for use in social media.

After the intial case photoshoot, Gemstar rang again and asked for a second. This time, we were asked to capture what a "typical day at Gemstar" looked like.

These photos would go on to be used for recruitment campaigns and internally as photo banners. 

A Gemstar brochure with a mix of 3D renderings and real photos. 

Additional renderings used across social and web.Hey there, this is the default text for a new paragraph. Feel free to edit this paragraph by clicking on the yellow edit icon. After you are done just click on the yellow checkmark button on the top right. Have Fun!

DEALER KITS

As part of their brand refresh, Gemstar wanted something to send to their existing clients that acted both as a sales kit and as a gift. 

Like a matrioshka doll, a Stronghold case housed a smaller Sentinel case, and that Sentinel case would encompass a gift. This way, when the gift was removed, the whole thing still worked as a sales kit without feeling like it was missing a piece. 

Three styles were proposed:

• - A straightfoward, classic case with no fan fare
• - A more complex case with nicer interior details
• - And lastly, a case with more bells and whistles
    ...including a built-in video screen 

The video case was selected, and is currently in production. 

Gemstar - Made in America

Gemstar - Rigorously Tested

Gemstar - Tested to Exceed

WEBSITE

Images from the draft Adobe XD design for Gemstar's new website.

Overall it's darker, sleeker, and helps customers find information on the particular case they're looking for much more easily.

Site is currently in development.

GEMINI MANUFACTURING
Campaign, Refresh

After several months of working closely with Gemstar, it was clear that their parent comapany, Gemini, was also in need of some help. 

It started with a recruitment campaign aimed at the areas surrounding Cannon Falls, Minnesota.

At first, the client was less adventurous with the parent brand and our work adhered closely to the brand guidelines. But down the line, they asked my team what we could do to refresh the brand itself.

Helping Gemini identify where their ad money would be best spent was a primary goal of mine. These banner ads were created for the "Sign of the Times"--a networking space specifically for sign shop owners, Gemini's primary market!

These ads, while stripped down, helped Gemini reach a larger, more highly targed audience. The returns were seen immediately, and they continue to be one of the largest drivers of business to Gemini's website.   

3D MODELING

Lately, Gemini's been looking to plug holes in their photo catalog, so they returned with another ask: Would it be possible to create 3D rendered signs to fill these gaps?

Absolutely. I started by modeling, texturing and lighting illuminated blade signs for Gemini to show to potential clients.  

LOGO REFRESH

And that brings us to the most recent Gemstar/Gemini work, and with it, the big questions.

Why is the Gemini arrow upside down? Why is it red? Nobody seemed to know, but everybody seemed to dislike it. By this point, we'd been working closely with the client for months and Gemini came to us again with a new ask: refresh the Gemini logo in time for the company's 60th anniversary!