November 8, 2015

Yank and Limey named a “Best Marketing Firm 2015″ by St. Louis Small Business Monthly

Y&L is pleased to be named as a “Best Marketing Firm 2015″ by St. Louis Small Business Monthly. We appreciate the nominations and support of our clients and look forward to helping each and every one of you continue to grow through the power of marketing and branding online, in print and in the hearts and minds of your customers. Thank you!


Posted by Paul Gassett  |   Categories: Announcements, Awards and Press, Branding and Design, Identity, Marketing, News, PR, Press
March 26, 2015

“You have a great brand, but I hate you!”

Let’s start with the story of Katie: Katie is a 33-year-old mother of two and is having a terrible start to her day.

This morning she hits literally every red light on the way to work.

Then she barely misses the elevator (and she is convinced Sue from accounting deliberately didn’t hold the door for her).

Next, finally settled in behind her desk, she spills coffee on her keyboard, and while heading off to lunch, receives a note from her child’s school that her son is sick and she needs to come pick him up right away.

On the way to the school, Katie receives a text from her bank notifying her of insufficient funds in her checking account. Her husband must have forgotten to transfer the funds from savings!

Now she’ll have to call the bank and argue over the fee… one more thing to do on top of a mountain of work at home and the office.

What else could go wrong today?!

After strapping her ailing son in the backseat of the car, she’s finally on her way home when what comes on the radio but an advertisement for a relaxing spa treatment. Ahh! If ever there were a perfect time to reach Katie with an ad for a spa treatment, this is it, right?

The answer is, “Maybe. Maybe not.”

Based on the type of frenzied day Katie is having one would assume that the marketer (the spa) is reaching her at just the right moment. But in actuality, she angrily turns the radio station to another channel, murmuring under her breath that she wishes she had time for such frivolous luxuries. The marketer caught her in a state of mind that led her to build resentment toward the spa, instead of a desire to call for an appointment.

Unfortunately, Katie’s day (and her current state of mind) is something that the marketer (the spa) had absolutely no control over. The spa intended to convey an image of relaxation but instead it resulted in resentment.

So the statement, “You have a great brand, but I hate you!” rings harshly true in this situation.

This reality is not something most marketers ever hear about, unless you are a global giant such as Walmart or Monsanto or McDonalds. But it is something that is quite possibly happening to your brand without you even realizing it. Why?

It has to do with your image (just a part of your brand). Let’s dissect the word “brand” for a moment. This term has as many definitions as there are people in a given room so we need to set some common ground. I utilize Philip Kotler’s texts in the MBA graduate marketing classes I teach for a reason: he makes sense without over-complicating things. So we will use Kotler’s definition: a brand is a name, term, sign, symbol, design, or a combination of these that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors.

Simple enough, right? So why do folks love some brands and hate others? It has to do with their personal experiences with each brand as well as impressions from external sources. These experiences and impressions make up the “image” they have of that brand. It can be positive. It can be negative. But the image in one person’s head is the most difficult thing for a marketer to control.

The point: we cannot control the individual image that prospects form about our brands. All we can do is control the other part of our brand, our identity. This includes all the messaging we convey each and every day in an attempt to build up an image (hopefully positive) in the minds of our target audiences.

So what could the spa possibly do about Katie’s bad day?


We’ll discuss that next time. If you can’t wait, contact me at


Posted by Paul Gassett  |   Categories: Announcements, Branding and Design, Identity, Marketing, Strategy
April 8, 2012

Yank and Limey Celebrates 38 Clients in 36 Months of Business

St. Louis, MO – March 23, 2012 – Yank and Limey, a St. Louis-based strategic branding, design, and marketing firm, today celebrates three years in business. The agency opened its doors in 2009, in the middle of one of the worst recessions ever, to prosper with double digit growth in both revenues and profitability year over year.

The firm has served a wide range of industry sectors including life sciences, healthcare, construction, software, networking, and logistics. “It has been our dream to build a company where we love coming to work everyday, where there are no ‘Mondays’, and where we can sculpt a model for growth based on our position of providing outstanding marketing strategy, branding, and design that leaves clients overjoyed, not over budget,” commented Benjamin Franklin, president and creative director.

The company takes a business-minded approach to every project, benefitting from over 40 years of combined experience between the two principals, Ben Franklin and Paul Gassett, vice president of strategic marketing. Yank and Limey has earned several awards from the (AIGA) Professional Association for Design, formerly known as the American Institute of Graphic Arts, for projects ranging from branding to logo design to web site development.

“Whether it’s online or print, we understand that unless it achieves a specific goal for the client, we are not doing our job,” reported Gassett. Yank and Limey combines the experience of a Washington University MBA with the finely-honed skills of an award-winning London-trained creative director. “No other firm offers the process and business-first mentality that Yank and Limey brings to the table and that makes all the difference to the success of our clients,” he added.

Some of Yank and Limey’s clients include Shaughnessy Paper, Impact Strategies, Agilent Technologies, AB Sciex, Gray Design Group, COCA, Power Maintenance & Constructors, Dotworkz Systems, Predictive Technologies, Inc., City Garden Montessori School, and Sentrus Security.

February 23, 2012

Yank and Limey Rebrands Cofactor Genomics with D&A (Design & Analysis) Identity

St. Louis, MO – February 23, 2012 – Yank and Limey, a St. Louis-based strategic branding, design, and marketing firm, recently launched a new brand for a local life sciences company, Cofactor Genomics. The rebrand included marketing positioning, messaging, and public relations, a web site, collateral, and promotional tools. Cofactor Genomics is a St. Louis based genomics research company that is famous for working on the sequencing of Ozzy Osborne’s genome.

“Cofactor Genomics represents a revolutionary way of extending the genomic research efforts of our clients, beyond the industry standard of providing DNA sequence information. Yank and Limey applied their keen understanding of our business and captured the real essence of what sets us apart from standard sequencing companies,” commented Dr. Jarret Glasscock, CEO of Cofactor. “They helped position us through words and images that not only portray the personality of our company but provide a message to the world that we are really making exciting things happen in the field of genomics,” he added.

Some of Yank and Limey’s clients include Shaughnessy Paper, Impact Strategies, Agilent Technologies, AB Sciex, Gray Design Group, COCA, Power Maintenance & Constructors, Dotworkz Systems, Predictive Technologies, Inc., City Garden Montessori School, and Sentrus Security.

August 26, 2011

Yank and Limey spices up Arcobasso Foods presentation

When helping Arcobasso present to a client that has a well known line of dressings, we knew we needed to go big and bold… literally. The last thing we wanted to do was create the old Powerpoint presentation. And the presentation was happening in a dining room at a restaurant… not the best place for a slide show.

So we created a larger-than-life scroll that allowed Arcobasso to present their ideas for a regional rollout in a way that had their client eating out of their hands. Well received by the client, Arcobasso is now ready to put the plan to work. This project needed a new, different, and better way of presenting a marketing concept. And that’s exactly what the client received. Learn more here.

Posted by Paul Gassett  |   Categories: Announcements, Branding and Design, Marketing, New Work, News, Strategy, Uncategorized
April 25, 2011

Yank and Limey earn Branding Excellence Award from AIGA

Paul Gassett (left), and Benjamin Franklin, at the AIGA Awards April 22 with their award-winning branding program for Once, Films.

Yank and Limey, a strategic branding, design and marketing firm based in St. Louis, received an award from the American Institute of Graphic Arts (AIGA) at the 16th annual AIGA Awards Ceremony held April 22 in St. Louis. The award was received for the naming, branding, and positioning work done for Once, Films, an independent film and photography firm. Yank and Limey received the award in the Branding Category for marketing strategy, branding, and design of Once, Films’ new logo, tagline, and web site. See more here.

This was the second consecutive year Yank and Limey took home an award in the branding category. The agency recently celebrated its second anniversary in March. Yank and Limey was founded by two highly-experienced marketing and branding experts who offer experience in agencies from London to Boston to St. Louis. The firm’s principals also offer the unique perspective of business from the client side of the desk, helping leverage marketing research and strategy to create the solid foundation of its unique branding process.

“In a short amount of time we have become the ‘go to’ marketing branding firm for companies seeking better value, fresher thinking, and the benefit of a business perspective,” commented Paul Gassett, vice president of Yank and Limey. “With our numerous years on the client side of the desk, we bring something no other firm in our industry can provide and that’s the true understanding of business principles and how to apply them to a client’s marketing and

“Over the past two years, Yank and Limey has produced work for clients in industries ranging from life sciences to wireless to a city charter school and even a podiatrist’s practice,” reported Benjamin Franklin, president and creative director of Yank and Limey. Projects have included a wide range of work such as marketing strategy and positioning, brand and logo development, interior design, signage, public relations, web site design and development, copywriting, and sales collateral. Some of Yank and Limey’s recent clients include Shaughnessy Packaging, Cofactor Genomics, Pharmigene, Agilent Technologies, AB SCIEX, Dotworkz Systems, and City Garden Montessori School.

March 26, 2011

Yank and Limey public relations client wins coveted life science award

Dr. Lex Lee, vice president for medical affairs, accepts the BioSpectrum Asia Emerging Company of the Year Award for Pharmigene, Inc.

Congratulations to Yank and Limey PR client Dr. Luke Chen and Pharmigene on being recognized as emerging company of the year by BioSpectrum Asia. Pharmigene develops genetic testing kits for use by healthcare providers to determine the best course of treatment for patients genetically predisposed to potential diseases due to reactions to particular pharmaceuticals. Yank and Limey has been handling global public relations for Pharmigene since last fall to advance its mission of enhancing the role of personalized medicine in the lives of people the world over.

Pharmigene recently had a study published in The New England Journal of Medicine for its work in helping healthcare providers provide the best course of treatment for patients in over 50 hospitals in Taiwan.

Posted by Paul Gassett  |   Categories: Announcements, Awards and Press, Identity, News, People, PR, Social Media, Strategy
February 23, 2011

Cofactor Genomics life science company looks to Yank and Limey for new brand identity

Branding is in our DNA. Cofactor Genomics is all about sequencing DNA to uncover the possibilities that lie within. And that is what Yank and Limey does with our branding process… uncover that which makes your company unique, different, and the company of choice.

We are pleased to be working with some of the smartest individuals in the life science industry in Cofactor and look forward to sharing the results of our branding with our followers in the near future.

Our work with Cofactor builds on nearly 10 years of life science experience by the principals of Yank and Limey. Other life science clients include Agilent Technologies and Pharmigene, Inc.

Posted by Paul Gassett  |   Categories: Announcements, Branding and Design, New Work, Strategy
January 27, 2011

Y&L Selected to Redesign City Garden Montessori Charter School’s Brand and Website

Yank and Limey has been selected to redesign the brand and web site for City Garden Montessori Charter School, located in St. Louis Missouri. After pitching against several local firms Y&L was awarded the work and will be providing positioning, branding, web design and video. It’ll be a fun project!

Yank and Limey, based in St. Louis, is a strategic branding, design and marketing studio offering concrete solutions at competitive rates. Yank and Limey’s leadership combines the experienced capabilities of an award-winning creative director plus the strategic business knowledge of a Washington University MBA. This unique partnership enables Yank and Limey to offer its clients a strategic approach which guarantees your message and brand strategy will be on target and intelligently designed.

Posted by Benjamin Franklin  |   Categories: Announcements, Branding and Design, Identity, News
January 9, 2011

“Show and Tell” Your Brand Story with new Web 2.v

What do superior filmmaking skills and branding/positioning expertise all add up to? Web 2.v of course! It’s a new collaboration between the branding experts at Yank and Limey and the talents of filmmaker, Greg Kiger, of Once Films,

How is this different than “just adding video to your web site?”

“It’s a huge difference,” quips Ben Franklin, president and creative director at Yank and Limey, the genius behind Once Films new brand name and image. “We don’t just write scripts, direct, and shoot videos. We bring brand stories to life through our unique ability to ‘see’ a brand for what it really is and convey that in a meaningful way for a client’s customers. Then we tell that story through moving images, real life portraits, and inspirational cinematography.”

Yank and Limey took the bold step of putting its principals and brand out there for all to see in our showreel video, shot and produced by Kiger. Take a look for yourself, just click on showreel in the menu to the left.

Yank and Limey and Once Films offer a combination that no one else provides… true marketing strategy, award-winning branding, and outstanding filmmaking. With the high bandwidth that is nearly everywhere these days, inside companies and at home alike… short, telling brand stories offer a powerful way to bring your brand to life. Ask us how to get started with what we call Web 2.v.

Posted by Paul Gassett  |   Categories: Announcements, Branding and Design, Identity, Interactive, Marketing, New Work, News, Photography, Strategy