Having undertaken a comprehensive brand audit for GFSmith, the scene was set for a review of the company’s communication strategies.
To maintain fresh and varied creative output, I assembled a brand new roster, or supergroup, of four proven agencies: Madethought, StudioMakgill, ico Design Partners and Regard. Each one brought their own specialist skills to the table but, by collaborating, the collective team were able to deliver our businesses marketing strategy through focused visual and verbal design.
—Strategic Design Building on the newly defined Brand Proposition, Values and Spirit, the goal was to move the business forward based on solid strategic thinking. Adhering to the principles of innovation, education and inspiration, clear directions in tone of voice and creative approach gave the business a strong communications backbone.
This marked the beginning of a fresh approach to GFSmith’s marketing and design that is characterised by a combination of ingenious paper engineering, unusual formats, restrained design, functional typography, print demonstrations and educational features. Thoughtful design has since become the byword for GFSmith’s consumer face.