After a series of mergers and acquisitions, GEN3 had the scale of a global agency but not a unified way of speaking.
Five affiliate agencies across two continents brought five different tones, vocabularies, and communication habits. They didn’t need a rebrand. They needed one clear, consistent voice that every team could use.
Growth had created predictable challenges: teams saying the same things differently, inherited brands bringing their own jargon, and no shared structure for how GEN3 should sound in the marketplace. They weren’t misaligned because they were disorganized — they had simply outgrown their voice.
VFC approached the assignment the same way we approach every brand voice system: by listening first. We studied how GEN3 already communicated, extracted the strengths, and built a voice that reflected the agency’s true personality — clear, smart, direct, and confident without being loud.
A voice only works if it’s usable, so we didn’t stop at guidelines. We created real applications: email examples, display ad concepts, homepage messaging, and internal templates that demonstrated exactly how the voice should live across the organization.
”Defining a voice is one thing. Showing it in application is what makes it stick.
Todd PalmerCreative Director, VFC
With a unified voice, GEN3 can now communicate with consistency across teams, offices, and markets. The system elevates their presence, strengthens their leadership position, and gives every writer, strategist, and marketer inside the organization the same foundation.
GEN3 didn’t need a new identity — just clarity. And clarity is what unifies a global agency.
Backed by years of solid agency experience,VFC is an innovative and energetic team of award-winning copywriters, designers, illustrators, photographers, videographers and programmers prepared to grow your brand and your business. VFC delivers strategic marketing, advertising and public relations campaigns for a diverse roster of clients from a 170-year-old, high-tech renovated farmhouse in the heart of Chester County, Pennsylvania. For more information call 877-GROW ART or visit VFC on the web at www.virtualfarm.com.
