Finding Home, Finding Identity: The GEO261 Evolution Story

Around this time last year, we made a pivotal decision, GEO261 needed a true headquarters, a space that reflected not just where we worked, but who we were evolving. Up until then, we operated from home offices in Illinois and North Carolina, meeting wherever we could, coffee shops, borrowed conference rooms, or client spaces. St. Louis has long been a vital hub for the geospatial community, and with the upcoming opening of NGA Campus West in 2025, alongside significant public and private investments in geospatial innovation, research, and education, the region’s commitment to geospatial excellence was undeniable. It was no longer just an industry presence; it was a driving force in regional economic growth. For GEO261, the message was clear, it was time to establish our headquarters and take our seat at the table.

The choice of where to establish our office was an easy one. We had recently built a strong relationship with John Berglund and the Starwood Group, owners of the iconic Post Building at 900 N. Tucker. A landmark since its construction in 1930, the Post Building had long served as a hub for connecting St. Louis to the world, first as home to the Globe-Democrat newspaper, then as headquarters for the St. Louis Post-Dispatch until 2020. Today, it has been reimagined as a commercial space designed to fuel the next wave of fintech, geospatial, and entrepreneurial ventures. The Post, alongside T-REX, St. Louis’ renowned innovation hub, and The Globe Building, a premier center for technology and cybersecurity, forms the backbone of the Downtown North Insight District. It’s a district built on big data, geospatial, fintech and digital transformation, shaping St. Louis’ future while connecting us to global decision-makers.

More Than an Office—A Collision of Ideas

Within the Post Building, we found more than just office space, we found a developing ecosystem of like-minded innovators. Among our new neighbors was Cartel Strategies. No, not the cartel from Narcos or the one giving Marty and Wendy Byrde headaches in Ozark, this Cartel is something entirely different. "Cartel" is the Cuban word for poster. Their name is a tribute to the power of poster art, a nod to multicultural inclusiveness, impactful design, and collaboration with an edge.

Founded by Cuban American designer Carlos Zamora, Cartel Strategies is a brand strategy and design agency known for creating bold, compelling visual identities. They weren’t just another creative firm; they were the masterminds behind the branding for the entire Downtown North district. Their team specialized in distilling complex ideas into simple, striking visuals that resonated on an emotional level.

At first, our conversations were casual, sharing thoughts on branding, messaging, and the nuances of storytelling in business. Over time, those conversations turned into something more. Carlos and his team began pointing out gaps in our own branding, things we hadn’t even realized were missing. We thought we had nailed our identity, but working with Cartel revealed something bigger, we hadn’t just built a consulting firm, we had built a growth strategy company.

The Rebrand: A Transformation Beyond Aesthetics

What followed was one of the most eye-opening and transformative experiences we’ve ever been through. For six months, we went deep, not just into colors and logos, but into the psychology of how our brand was perceived. Cartel’s approach mirrored our own methodology when working with clients, be interested, not interesting. They took the time to understand who we were, what we stood for, and most importantly, how we wanted our clients to see us.

Through this process, we learned how much words matter. How colors, shapes, and typography aren’t just design choices, but powerful signals that shape how people perceive a company. We discovered the science behind storytelling, the way the brain processes brand identity, and how to position ourselves for long-term success.

By the end of it, we had gone through a complete rebranding, not just a visual overhaul, but a fundamental shift in how we communicate our value. The result? A brand that finally felt as strong, sophisticated, and forward-thinking as the solutions we provide.

A Partnership for Growth

Looking back, partnering with Cartel was more than a branding exercise, it was a real-life growth opportunity. We thought we knew our story, but they helped us tell it in a way that truly connected with our audience.

For any of our friends looking for branding, marketing, or strategy expertise, look no further than the team at Cartel Strategies. They are an honest, hardworking, creative, and insightful group who are deeply invested in their clients' success. We couldn’t be prouder of our rebrand, and we’re even more excited about the road ahead.