ifth Gear represents the union of two  companies – Missouri-based Stark Bro’s Fulfillment and Indianapolis-based Sigma Micro – each with more than 27 years of direct retail expertise.

In 2009, Sigma Micro leadership approached us with a challenge; to develop a name, tagline and visual identity which would accurately demonstrate the combined strength of Sigma and Stark to customers, employees and prospects.

We started with executive round table sessions, a chance for us to learn from both Sigma Micro and Stark Bro's.

These strategic exercises unveiled corporate culture shifts, business opportunities, and characteristics of ideal clients.

Based on audience traits (competitive, male, driven), we recommended a brand name which communicates power, performance, and stability: Fifth Gear. The tagline "accelerating commerce" enhances that brand, and we developed an energetic, masculine visual identity.

Fifth Gear's employees have embraced the new brand. It is a unifying banner for more than 400 full-time workers, fueling an excitement they can share with customers.