G&S Business Communications has launched a new brand identity, which includes a narrowing of its market focus, a repositioning of its services to amplify the agency’s digital-first strategy and an overhaul of its full brand image and website.

G&S chief growth officer Steve Halsey said the changes are meant to shift the agency’s services toward the five core markets in which it has the deepest expertise: advanced manufacturing & energy, agribusiness, home & building, financial & professional services and healthcare & wellness. The agency is also aligning under a new overall purpose—“to help innovative companies change the world.”

The visual side of the rebrand was led by vice president of creative and brand experience Chris Martin, who employed bold colors and active imagery to focus on G&S’s employees and clients. Martin’s team also selected an array of visual assets that better reflect the agency’s core industry sectors.

G&S has also created a new campaign to go along with the launch of the rebrand. “We are G&S” spotlights the diversity of people and skills across the agency. “We are a team of researchers, media strategists, storytellers and engagement experts, “ said vice president of growth and corporate communications Katy Hendricks. “These are the people doing the work, every single day. They deserve immense gratitude and recognition.”

Headquartered in New York, G&S also has offices in Chicago; Raleigh, NC; and Basel/Zurich, Switzerland. It ranked #19 on O’Dwyer’s 2020 list of top PR firms, with net fees of $30.7 million.