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#BalanceforBetter for 2019

Brand & Design Launch

We’re delighted to announce the introduction of a modern-day Brand & Design practice, throwing out the traditional Brand Book and creating Active Brand Design for the 21st century.

The practice moves beyond pure-play design to deliver branding across multi-channel solutions, grounded in intrinsic understanding of consumer journeys and touchpoint applications. Our Active Design is powered by proprietary methods of Active Semiotics and Active Brand Language, and, rooted in real-life application.

Just recently we challenged conventional design codes, across channels, in the cereal category – currently facing restrictive legislation and shopper demand for a more holistic approach to cereal. Serendipity - given Tom Watson's war on cereal cartoon characters.

Chris Ambidge, Head of Brand & Design, alongside Martin Severs, Brand & Design Strategy Officer and Creative Directors Fai Leung and Jeremy Roots lead the practice. They’re supported a multi-disciplinary design studio with 25 designers, brand strategists and channel agnostic business leaders.

Says Chris, “Traditional brand books and guidelines are no longer fit for purpose. Beautiful brand worlds are failing to translate to real world application across multiple markets and channels – costing clients time, money and energy – and damaging brand equity in the process. Our approach is to marry the craftmanship of pure-play design agencies with omni-channel experience, creating work both beautiful and business-effective; building brand love and growth”.

The practice has recently landed a place on Coca-Cola’s global Visual Identity agency roster, and, is developing application guidelines for Unilever. We're working with brands across retail, FMCG, fintech, pharma and charity.

With hubs in Hamburg, Chicago and Rio de Janeiro, there are plans to build out the capability across the Geometry global network.

Our CEO Michelle Whelan observed that changing shopper behaviour and Innovation in marketing technology and data are all driving an omnichannel approach to brand growth. She said, “We believe Brand & Design plays a leading role in the mix– a fact recently confirmed by McKinsey reporting companies most focused on design grew by 10 percent.”

The new offering follows the 2018 launch of Geometry’s Innovation Practice and The Flagship retail 3D experiential space – all part of our strategy to accelerate client brand growth through innovation.