GFT

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Challenge

Scope: research > positioning > naming > TOV & messaging > visual identity > brand guidelines. 
Sector: Engineering and infrastructure solutions.

GFT is a privately held AEC firm comprised of Gannett Fleming and TranSystems. A unified national platform that delivers best-in-class infrastructure consulting services to more than 5,000 public and private sector clients across North America. GFT innovates where transportation, water, power, and buildings converge, building a lasting legacy for future generations: stronger communities, a healthier planet, and better lives.

To support GFT's future ambition, following the integration and acquisition programme, the company aproached Structure for a naming solution. They asked us to create a new brand honouring the company's over 100-year legacy.

How the work helps

To help GFT create an infrastructure solutions powerhouse, we combined the core values and strengths of the merging businesses to attract top talent, foster innovation, and position the company as an employer of choice. We identified an authentic, ownable brand territory that would differentiate the new entity while remaining true to its roots. This included building out a bold new brand strategy—defining purpose, mission, values, and sharper customer-facing messaging—to align with the company’s ambition to better serve its clients and stand out in a competitive market.

How the work helps

Key Activities:
- Defined the brand strategy, including purpose, mission, values, and bold customer-facing messaging.
- Identified an authentic, differentiated brand territory to position GFT as both a market leader and employer of choice.
- Combined the strengths and values of the merging businesses to create a unified, future-focused brand.
- Stakeholder and customer insights shaped the naming strategy (retain, merge, or new) ensuring the new name best reflected the strengths of both businesses.
- The logo design celebrates the merger using elements of the orginals to create a subtle but powerful detail, the hidden arrow in the ‘G’, reinforcing the theme of direction and purpose.

Client quote

"The launch of GFT represents a strategic evolution built on technical excellence, trusted client relationships, and a strong legacy of exceptional service by both Gannett Fleming and TranSystems” 

Jim Nevada
Co-President and CFO, GFT.

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