Gateway
Recasting a Business as a Stand-Alone Brand

The Challenge: To diversify beyond its core focus, Gateway wanted to reposition its learning franchise to open up mainstream distribution channels and energize its retail sales force.

The Solution: Based on extensive internal interviews, fact-finding and competitive research, MiresBall developed a digital lifestyle positioning that portrayed computer learning as easy and fun. To grow the business among both Gateway and non-Gateway users, we recommended introducing a freestanding brand named Survive&Thrive. Bringing these solutions to life, we designed a visual system that combined fresh, vital lifestyle photography with a lively, distinctive voice. A pervasive green tonality was applied across all marketing, packaging and POP materials, creating a strong retail presence while retaining a link to the corporate brand.

The Result: The Survive&Thrive brand supported a 100% increase in attached sales and opened up critical retail channels, spurring a significant uptick in overall sales.