Gordini has been in the outdoor business since 1956 striving to create products that combine proven natural materials with the latest in synthetic technology. Libre has been selected to work on its rebrand and digital marketing, blending the history of a family-owned business with the innovation of state-of-the-art products.
Branding & Design
Based in Vermont and independently-owned, Gordini has been pushing the limits of glove design for over 60 years. A leader in the world of cold-weather accessories, with one of Vermont’s most iconic backcountry ski zones just a short drive from their headquarters, Gordini approached Libre to give the company a 360° brand refresh. Starting with a brand audit we then proceded to develop an entirely new visual identity that would both celebrate the past and look forward to the future. Once our phase one branding was complete we went on to art direct product photoshoots, catalog design as well as a complete website overhaul.
Sub-brands Icon Design
Gordini has developed several proprietary technologies that they use in the manufacturing of their gloves. Libre was tasked with developing a consistent logo system and color codification that would work across its products. We created a family of icons that fell under the new branding and yet was unique to its product service as well.
Gordini’s logo had been in circulation for over 20 years and did not reflect where the brand wanted to position itself. Our approach was to pay homage to the past by using a sharp old style font and pairing it with a bold, clean, modern circular icon. To create a recognizable icon, we combined the form of a geometric “G” with graphic mountain peaks that, when combined, help tell the narrative of Gordini. To further customize the logo, we modified the characters of the wordmark to have consistent 45° and a tilted “o” to allude to the movement of the slopes and cold weather mountainous terrain.
Libre has shown true passion for our brand and is an extension of our team. We’ve been able to expand into new markets thanks to their efforts!
Dave Gellis, CEO of Gordini
As a final phase of the rebrand, we did a complete design overhaul on their website with a less is more approach. Keeping the consumer in mind, we sought to give them a focused experience in the world of Gordini. It was important that we not only focus on products but also tell the story of Gordini through their social channels and ambassadors, this would allow the consumers to better connect and be a part of the brand experience.
Gordini was very new to paid media ads and hadn’t before run Social and Search ads simultaneously. Libre’s goal was to focus on branded search queries on Google and serve highly visual and enticing ads on Social platforms. This season of 2021/22 is the first year in Gordini’s history of running ads on both channels.
In the 2 years Oct 2020 – March 2022 (8 active months) Libre achieved:
YoY 20/21 vs 21/22
with 1000 conversions
with 442 conversions
3 million impressions
Following logo and site launch, Gordini worked with an agency to run paid social ads to help drive brand awareness and sales. This ultimately failed, driving only $35K in revenue with $90K spent in advertising over the course of five months. Going into the 2020/21 season, Gordini appointed Libre to come in and help grow the brand’s digital presence and drive sales.
Over the last 2 years, (8 Months Active Digital Support) Libre has created content-rich infographics and interactive guides to answer their customers most common search queries. These tactics were combined with leading paid social strategy and now Paid search to drive traffic and sales and resulted in the following:
512% increase YoY
149% increase YoY