Brand strategy & standards



Three best-in-class companies merged to form SpaceIQ, an integrated workplace management software(IWMS) company. What made this marriage work was the minimal overlap of core competencies. SpaceIQ, Serraview, and Archibus were industry leaders in their own respective space. Primary points of difference (and potential cause for friction) were disparate times in the marketplace, cultural considerations, and the scale of their client base that range in size from Uber to the European Space Agency. Adding another layer of complexity, Serraview and Archibus had recently joined forces and gone through a thorough re-branding exercise eighteen months prior to the merger. Our assignment was to help reconcile these differences through consensus building, consider legacy branding, and to develop a compelling brand strategy that reflects and visually expresses the values of the newly formed company.


Through extensive leadership interviews and participation, Gilmour Craves and agency partner Alex Loomis established the essential brand building blocks and overarching brand strategy. Visual expressions followed and included reconciling legacy assets. The result is company-wide consensus and extensive brand standards that provides exacting guidance and tangible assets for the new SpaceIQ brand identity.

  • Brand strategy & identity development

  • Brand standards

  • Templatized digital & print assets

  • Copywriting services

  • Motion graphics

SpaceIQ logo
Product Icons
Brand Guidelines

Gilmour Craves helped successfully navigate an extremely complex merger involving three top-tier integrated workplace management system (IWMS) companies with a ninety day timeline. The end result, consensus among stake holders, a uniting house of brands strategy, and a comprehensive visual identity system.”
Nai Kanell, CMO SpaceIQ

We’d love to chat

Call direct 415-431-9955 x302, email us, or use the form and we’ll respond shortly.