Successful brand collaboration is common for "Holly Motors" and Shota Chinchaladze. Each new project is a new challenge and a separate story. Especially if the brand is already three decades old and combines not one, but many industries.

This time, a new brand identity was built for GIG, a multi-industry holding company that spans over 12 industries and employs over 10,000 team members in 7 countries.

This data alone shows how attractive it would be for creative industry representatives to work on GIG rebranding. This was a daunting challenge. It was necessary to change the entire concept and visual identity to preserve the brand’s long-standing identity and create a new one. However, when interesting people create a collaboration, anything is possible, and the sky is the limit.

Both respondents to our interview are well known to Marketer.ge readers.

Shota Chinchaladze, Brand Strategist:

"What GIG had been doing for 30 years was spontaneous and required proper structuring. Our task was the same—to generate insights into the key pitfalls of what was happening inside the brand and prepare it to be shared with internal and external audiences, as well as employees and partners."

Within the framework of this project, we worked on the visual part, along with the strategy, and the whole charm of the creative process was that the company’s top management was fully involved in the collaboration, and we all worked together on the rebranding. Accordingly, even though my task was to consult on the brand strategy, we came up with a joint project. This was vitally important in the implementation and communication of the rebranding because the top management was fully aware of all the details and knew what we were doing and why.

Here, I would like to highlight the relationship with "Holly Motors," which, as always, was able to translate into life everything that we had planned in the strategy section. Even though we had to work on some parts in parallel, we killed it, and the upshot was that we together created a single product."

Giorgi Avaliani, co-founder and creative director of Holy Motors, comments on the creation of the visual part:

“Restyling the visual identity of a brand with a 30-year history is a much more delicate process than creating it from scratch. Together with the GIG team and the brand’s strategic consultant, Shota Chinchaladze, we set a goal to clearly convey the company’s core values—constant movement and the unified work of many parts, taking into account the existing visual heritage. We found the initial spark of the new identity in the symbol created 30 years ago and altered its form and context, turning it into a dynamic system that unites GIG's many initiatives into one character. The new design system is a logical evolution in the brand’s history and a visual embodiment of its strategic vision—the potential put into action.”

The multi-industrial holding company has launched a new brand identity, logo, and slogan, coinciding with its 30th anniversary this year. The new vision and values are completely authentic to the company and aim for constant movement.