Collaborating in-person and remotely, we immersed ourselves in the new strategy, the existing brand and joined forces with the different teams working hard to bring it all together. We identified opportunities for evolving and amplifying the brand to ensure cut-through in new markets, and to connect more deeply with new and existing customers through richer digital experiences.
We started by optimising the brand, removing what was no longer necessary and introducing new colours, exploring motion signatures and developing photography principles to ensure the brand remained locally authentic and globally relevant. We then embedded the brand internally by developing digital guidelines for teams to use. These changes culminated in a more confident and cohesive brand system.
We've since produced a series of digital campaigns that have built brand recognition and connected with customers in the UK, Europe, North America and Asia.