From campaign to unifying system
Originally conceived as a short-term advertising campaign to capitalise on the 2012 London Olympics, GREAT could work harder and achieve much more. Developed systematically, it could be used by a wide range of Government departments, private and public partnerships. We were asked by No.10 Downing Street to make this happen.
We created a new brand strategy and framework for GREAT, codifying this into comprehensive guidelines that could be used internationally. Having defined the new brand principles and assets, we gave it expression across an ever-evolving range of applications and opportunities, from films to vehicle liveries, large-scale advertising campaigns, and press executions around the world. We also partnered No.10 as guardians for the brand as it continued to evolve and are proud to have remained their creative partner since 2012.