So why does a company that no one’s ever supposed to think about (especially their own clients) need to worry about their brand? Well, Gavin de Becker (the man, not the company) is legendary in the industry, but as with many companies, the founder’s personal brand was overshadowing his company’s story.

When GDBA was smaller, this was a more manageable issue, but with expansion plans here and overseas, an evolving market, and a new C-level team, the time had come to figure out how to tell a new GDBA story that stayed true to the founder’s principles, while positioning them to grow.

Novio began by walking a tightrope, interviewing both the outgoing leadership and the new team. Both sides provided meaningful insights, and while there were key differences in how each side viewed operations, Novio was able to identify and articulate the authentic, powerful, evergreen brand story that everyone could agree on.

The creative work that emerged from this process was refined and elegant, but also confident and understated. And the brand idea at the center of it—The Finest Detail—speaks not only to each protector’s almost sacred dedication to their client’s well-being, but also to the founder’s deep belief that when people put their lives in your hands even the tiniest detail matters.