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A brand born from courage, culture, and a winged lion. Before FC Cincinnati existed, professional soccer in Cincinnati was a series of ill-conceived efforts. The city was known for baseball. For football. For tradition. Soccer was seen as something “other cities” cared about. To create a club here would take more than a name or a crest. It would take belief and a brand powerful enough to inspire it. GDJ Brands was brought in before anything existed. No identity. No playbook. No fan base. No cultural blueprint. Just the idea that Cincinnati deserved a world-class club, and the courage to build it from the ground up. This wasn’t brand development. This was total and complete brand creation. Building the Foundation: Name, Identity, Strategy. Projections, and Culture Every structural component of the FC Cincinnati brand ecosystem was architected: The club name The original crest and visual system The winged lion emblem and mythology Brand values and voice Community-engagement architecture Youth development and education pathways Supporters clubs and inaugural fan culture Merchandise strategy and brand symbolism Revenue models, financial forecasts, and sales projections Everything that made FC Cincinnati feel like a real club began in strategy, storytelling, symbolism, and identity. It was all built intentionally to unify an entire city behind a sport still fighting for attention. The Logo of a Winged Lion was a Symbol of Passion, Advocacy, and Courage The heart of the brand began with a powerful image: the winged lion. Inspired by the winged lion of St. Mark the Evangelist; not for religious meaning, but for what the symbol represented: fierce advocacy, conviction, and the courage to carry a message forward. We anthropomorphized the lion into an approachable image. We armed it with a sword, gripping a soccer ball, wings spread wide. It became a metaphor for Cincinnatians themselves. A city strong enough, proud enough, and bold enough to champion soccer in a place historically dominated by other sports. The winged lion wasn’t a logo. It was a call to action. Shaping a City’s Culture You knew a club couldn’t succeed unless the city saw itself in it. So you built a culture-first strategy: Embedded fan clubs and supporter groups from day one Built youth engagement programs to seed generational loyalty Crafted community rituals and presence across neighborhoods Positioned the club as a civic unifier, not just a sports team Created messaging that tapped into identity, pride, and belonging The brand grew outward, not top-down, but grassroots and emotionally fueled. By the time FC Cincinnati played its first match, it already felt like a movement. Not a team people discovered… But a team they helped create. The Result was a Club that Redefined What was Possible FC Cincinnati entered USL not as an expansion team, but as an instant contender for the city’s heart. Fan culture exploded. Attendance records broke. And the brand momentum you built helped pave the path to MLS elevation. FC Cincinnati didn’t just launch. It ignited. Then Exploded. From a blank page to a full-fledged club with one of the most passionate fan bases in American soccer, the brand you created became a symbol of: Pride, Identity, Advocacy, Cultural transformation, and City-wide belonging. We didn’t just create a professional soccer club; FC Cincinnati. We ignited a passion. We developed a City Wide Phenomena. https://gdjbrands.com/about daily 0.75 2025-12-17 https://gdjbrands.com/franchising daily 0.75 2023-02-13 https://images.squarespace-cdn.com/content/v1/5e0a500a84f60b0ab6bb7321/1580402871035-2CQX3H6YAUKT9K5TE3MJ/Franchise+Brand+Development+Concrete+Wall.jpg Franchising https://images.squarespace-cdn.com/content/v1/5e0a500a84f60b0ab6bb7321/1580403393218-TF31Q5D9QV539F5EP8WS/20140301_Trade-151_0124-copy.jpg Franchising https://images.squarespace-cdn.com/content/v1/5e0a500a84f60b0ab6bb7321/1580403752294-2VDLY6BVM5HI7DM00ENV/Franchise+Candidate+Acquisition+Concrete+Wall.jpg Franchising https://images.squarespace-cdn.com/content/v1/5e0a500a84f60b0ab6bb7321/1580411604947-H8MCR0VC0ZO1XEIJB3BW/Franchisee+Local+Acquisition+Concrete+Wall.jpg Franchising https://gdjbrands.com/social-responsibility daily 0.75 2025-12-17 https://gdjbrands.com/branding daily 0.75 2025-12-17 https://gdjbrands.com/emerging-brands daily 0.75 2026-02-17 https://gdjbrands.com/franchisee-acquisition daily 0.75 2026-01-07 https://gdjbrands.com/existing-brands daily 0.75 2026-02-17 https://gdjbrands.com/emerging-franchisors-1 daily 0.75 2023-05-09 https://images.squarespace-cdn.com/content/v1/5e0a500a84f60b0ab6bb7321/1582422551943-THM4AOJU6ZDB9IHWW98E/Brand+DNA+Tile.jpeg Emerging Franchisors (Copy) - Franchise Brand Fundamentals We work with you to build the foundation of your brand. The Brand Fundamentals focus on the important, decision-related parts of your brand: the fundamental value your brand provides to your consumers, how you are positioned in the marketplace vs. competition, what you promise consumers, how you support your promise, etc. Brand Fundamentals include: Brand Strategic Target Audience Brand Purpose Brand Positioning Brand Equity Brand Character Brand Performance Equities Brand Concept What makes your brand unique? We promise you will be intellectually and emotionally stimulated and your mind will be opened to how powerful your brand can truly be. https://images.squarespace-cdn.com/content/v1/5e0a500a84f60b0ab6bb7321/1582422581347-1HMAWSQWSKJ53HSP7LGZ/Brand+Value+Prop+Tile.jpeg Emerging Franchisors (Copy) - The Customer Value Equation We work with you to create a Value Proposition setting your Brand apart from competition. It is based on the simple equation: f(V)= Q/P A value proposition includes: How your product fills your customers stated and unstated needs. What is the unique customer experience vs competition. How is the brand priced to deliver customer value. Value is the relationship between Quality and Price.Higher Quality at a Higher Price may be the same value as Lower Quality at a Lower Price. What is your Brand’s value to its customers? https://images.squarespace-cdn.com/content/v1/5e0a500a84f60b0ab6bb7321/1582422612956-GDJXYB9ZQJQSFTKW5P7M/Brand+BluePrint+Tile.jpeg Emerging Franchisors (Copy) - Franchisor Brand OGSM Every business is perfectly designed to deliver the results they get. Having a properly developed Brand BluePrint helps you strategically envision what success looks-like thereby providing a road map on how to achieve it. This makes sure you are focusing on what it takes to deliver your business objectives and goals. We… identify Brand business objectives that envisions success. build the numeric building blocks (Financial and Sales goals). deliver the marketing strategies to reach the revenue goals outline the appropriate plans needed to execute the strategies set up measurement systems to properly assess progress This is a very powerful tool for Brands that will drive tremendous focus to your team. https://images.squarespace-cdn.com/content/v1/5e0a500a84f60b0ab6bb7321/1582422639001-0G3ZL845Z2A9KTJJKAWE/Brand+Marketing+Maps+Tile.jpeg Emerging Franchisors (Copy) - Franchise Brand Marketing Strategies and Plans We develop an Integrated Marketing and Media approach based on the strategies outlined in the Brand BluePrint. We choose the tactics that leverages the most effective and efficient mediums to deliver and communicate your Brand’s messaging based on your Brand’s Fundamentals. We get highly detailed and even more focused in this phase. Each strategy has a sub-strategy and set of tactics we define to push for success. You’ll get a 12-month Integrated Marketing and Media Maps that outlines specific and clear instructions for tactical execution across each marketing medium including how much to spend, the projected measurements for each tactic (percent aware, conversion rates, etc.) and the logistics for each channel. These maps are designed to be executed by your internal team or your agency of record. Or we can execute for you. https://images.squarespace-cdn.com/content/v1/5e0a500a84f60b0ab6bb7321/1582422671967-JZL4VB8BIKBNKOS55D69/Strategic+Branding+Tile.jpeg Emerging Franchisors (Copy) - Brand Campaigns and Executions We manage the strategic creative development for all the visual assets you need. It’s starts with the creative campaign idea. We develop “Big Ideas” that drive the strategic brand benefit in a way that is disruptively differentiating, visually emotive, and engagingly flexible so it can be used across all mediums and leveraged to develop future campaigns. What we do: Brand Identity Visualization Website design direction and management Social and digital media campaigns development Sales Material development and execution Environmental On-premise or Event Design Every design (creative and technical) should have a purpose, and it’s purpose should deliver your Brand’s Purpose. https://gdjbrands.com/about-1 daily 0.75 2023-05-09 https://images.squarespace-cdn.com/content/v1/5e0a500a84f60b0ab6bb7321/1578508805187-6LPBI3MQLJYPARJT31O4/gdj+image+with+g+sweater.jpg About (Copy) - Gary De Jesus I’m a brand egghead, a brand purist and a strategically creative brand builder. I am highly principle based. There are six in particular I subscribe to: Always pay homage to the brand’s purpose or consumer reason. Build a strong foundation and build to last. There are no problems or weaknesses; just opportunities (I look beyond the obvious) Anything is possible as long as we don’t have to break a law of physics. Always act with integrity. Strive to always do the right thing. (Even if those around you do not) Listen first, speak second, act third. I’ve spent the last several years either developing franchise brands (I fully developed two brands in very different industries: FC Cincinnati and CycleBar) or working with franchisors to continue to hone and grow their franchises (a fairly long list). I’ve built and launched brands for over 30 years and am fortunate to have a very diverse marketing and brand building background. Yes, I am very seasoned. My many years has given me many marketing and brand building experiences (large and small brand). Personally, I have a fantastic partner (my wife Patti), two great kids (Matt and Jess) and a passion for sports. I love sarcasm and slap stick humor. I am a child at heart. I am also curious by nature; constantly uncovering why so I can develop a better what and how. https://gdjbrands.com/media daily 0.75 2025-12-17 https://gdjbrands.com/strategic-consumer-insights daily 0.75 2024-07-08 https://images.squarespace-cdn.com/content/v1/5e0a500a84f60b0ab6bb7321/7d0b4055-2e47-4c19-a954-83a2590a49ec/Insight+Quadrant.png https://gdjbrands.com/brand-purpose daily 0.75 2024-07-08 https://gdjbrands.com/brand-positioning daily 0.75 2024-07-08 https://gdjbrands.com/brand-equity daily 0.75 2024-07-08 https://gdjbrands.com/the-power-of-the-pyramid daily 0.75 2024-07-08 https://gdjbrands.com/brand-character daily 0.75 2024-07-08 https://gdjbrands.com/brand-performance-equities daily 0.75 2024-07-09 https://gdjbrands.com/brand-concept daily 0.75 2024-07-09 https://gdjbrands.com/about-tap daily 0.75 2025-12-17 https://gdjbrands.com/marketing-consulting daily 0.75 2026-02-17 https://gdjbrands.com/operations-consulting daily 0.75 2026-01-07 https://gdjbrands.com/building-brand-advocacy daily 0.75 2025-12-17 https://gdjbrands.com/ogsm daily 0.75 2025-12-17 https://gdjbrands.com/customerjourney daily 0.75 2025-12-17 https://gdjbrands.com/learn-more daily 0.75 2025-12-17 https://gdjbrands.com/dna-quiz daily 0.75 2026-01-25