From a boilermaking workshop to an industrial corporation ready to compete in strategic sectors.

There was a clear gap between what the company was and what the market saw.

Its industrial reality, its technical capability and its ambition had grown, but the image it projected was still too tied to its origins as a boilermaking workshop.

The challenge was closing that gap.

We had to properly understand the business, its history, its capabilities and where the company wanted to go, in order to build a brand able to represent that new stage.

So the project started with research. And with several days at their facilities in the Basque Country, to get to know the company, its processes, its people and the industrial reality behind the brand at first hand.

From there we built the new positioning.

The key question:

How do you leave the workshop perception behind without losing the industrial solidity that made the company grow?

The key was designing for the company Gometegui wanted to be, without inventing a company that did not exist yet.

We analysed its position in the market, reviewed competitors and reference points, worked on the repositioning and defined a new brand narrative.

We then turned that strategy into a new graphic identity.

A new visual name, a new logotype, a claim, a new way of presenting itself and a graphic system able to work across all its touchpoints.

Gometegui began presenting itself with an image far closer to the scale and ambition of its business.

The new brand helped leave behind a perception too closely tied to the workshop, and build an identity of its own as an industrial company, with greater solidity, capability and reach.

And it did so with an image designed not only for that moment, but to accompany the growth that would come afterwards.

Years later, that identity still represents the company.