In 2005 I helped the designer Steve Gibbons with some of his talks. That went well. Next job, a promotion: can you help us communicate what makes Dew Gibbons special? Dew Gibbons produced particularly exquisite packaging, particularly cosmetics, particularly high end. However, there was a commercial acumen to it, driven by thorough analysis and market knowledge. It wasn’t at all, well… cosmetic. It was this they wanted to capture.
What we did
I suggested ‘Beautiful thinking’ as a simple, balanced and elegant summary of this meeting of strategy and aesthetics. We went on to produce a beautiful little promotional booklet about the creative process.
What happened next
Fifteen years later, this is still the core of their brand. Though Steve and Shaun are no longer there, and a new generation of creatives have rebranded the company as ‘Free the Birds’, ‘Beautiful thinking’ remains at the heart of their offer. It’s still up in neon on the wall, even.
Fifteen years and counting – not bad for a brand essence / strapline.