Startup company Gryphex provides ankle bracelets and online software that enables offender monitoring for government agencies. Formerly known as Ascend Systems, Gryphex took home the Grand Prize at the MAX Awards, sponsored by the Georgia State University Robinson School of Business, for their brand identity.

Andy Williams

Gryphex came to us as Ascend Systems, knowing that there were many other organizations in this country using the Ascend brand, and therefore they couldn't stand out. We assisted Gryphex in quickly renaming the organization, rebranding the company, and launching their new website.

Dean Nguyen

We wanted a powerful figure, something that would evoke authority, so we used the gryphon in the name and emblem. It's a mythical creature, half lion, half eagle, that rules the land and the air. It mirrors Gryphex's technology, which uses GPS and terrestrial based radio systems to monitor offenders.

These devices are mission critical for the agencies that use them. We wanted to convey through the branding and marketing not just how reliable the system is, but also that its efficiency and flexibility will save time and money. Through the marketing materials, we focused on the needs of judicial service providers and law enforcement agencies.