Gray AES
Challenge
When three distinct companies—Gray Solutions, Gray AE, and InLine Engineers—merged to form Gray AES, they needed to establish a unified brand identity that effectively communicated their comprehensive professional services while maintaining the equity of each original brand.
Solution
We developed a cohesive brand narrative that showcased Gray AES as a singular, integrated professional services powerhouse. This newly-crafted narrative was brought to life through strategic content development and intuitive website design.
Services
Brand Strategy
Content Strategy
SEO Strategy
Website Design
Website Development
Content Creation
Organic Social
Creative Direction
Creative Services
Giving Three Distinct Brands One Voice
Gray AES was formed when three specialized Gray companies—Gray Solutions, Gray AE, and InLine Engineers—joined forces to create a comprehensive professional services offering. While each company brought valuable expertise and industry recognition, they needed a unified brand story that would emphasize their combined strength as a turnkey solution provider.
Our approach centered on identifying the core values and capabilities that united these companies while acknowledging their individual legacies. We developed a strategic content framework that positioned Gray AES as a seamless, integrated partner capable of handling every aspect of a client's design-build journey—from initial concept through engineering, construction, and ongoing support.
Working on an aggressive timeline, we created a website that serves as both a brand showcase and a practical demonstration of their integrated capabilities. The site architecture mirrors their unified approach to client services, presenting a clear pathway through their offerings while highlighting successful projects that demonstrate the power of their combined expertise.
Throughout the process, we maintained consistent communication with stakeholders from all three original companies, ensuring that the new brand resonated with internal teams while creating a compelling value proposition for clients seeking comprehensive design-build solutions.
