GSI Group

Brand Identity

  • Brand & Logo Development
  • Brand Standards Manual
  • UX/UI & Web Development

High performance Precision Engineering

GSI Group Inc. designs, develops, manufactures, and sells precision motion control devices and associated precision technologies, photonics-based solutions, and semiconductor systems. Emerging from restructuring, GSI Group Inc. was seeking to evolve and articulate their Corporate Brand Identity to reflect optimism and industry leadership while clarifying and expressing the relationship between the Master Brand – GSI Group – and it’s family of product brands.

Project Goals and Deliverables

To develop a visual brand strategy that expresses GSI Group as a contemporary, top-tier, high-value provider and articulate the relationship of the Master Brand to the Product Categories and individual product Brands.

Develop Guidelines for Logo Treatment(s) and graphic Identity including Typography and Color Specifications for print electronic communications and various applications.

Old Logo

Masculine, Dated and unoriginal (Identical to Principal Financial Group.)

As a long established leader and global provider, it was determined that a new Identity needed to retain a certain amount of recognizable “DNA” while reflecting optimism, contemporary leadership and performance.

“When the performance of your product depends on the performance of our product." – John Roush CEO

Inventive, Flexible & Innovative

Confident, Focused, High Performance

High Performance Precision Engineering


About Mindful UX

Hi, I'm Doren Berge – UX & product designer, creative director and design project leader.

I have an avid interest in learning process and instructional design. I believe interaction design and branded experiences should be imbued with an intuitive instructional narrative. Users are learners. "User centered design" is "learner centered design." I prescribe a pedagogical and empathetic approach to deliver intuitive product and brand experiences.

I am a seasoned and successful startup veteran. I have built and managed design organizations of all shapes and sizes. From global, multi-layer UX/FE teams to small-startup, ninja collectives. A "servant leader" I do everything in my power to lead teams to successful business outcomes and to help talent thrive and grow.

I am a “coding designer.” Passionately devoted to user experience design and "web-craft" since the very early days of the internet (1994 - the cave paining years). I practice Lean UX and Agile Development (CSM) and I am proficient in contemporary, front-end tools, technologies and workflow.

A visual designer by trade and formal training, I have served as an Adjunct Professor at Endicott College's School of Visual Communications, teaching a variety of courses in Typography and Web Design.

You can learn more about my background and experience at LinkedIn. Please do get in touch!

Thank you for visiting!