Beautiful thinking

Dew Gibbons / Free the Birds

The Challenge
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.

“'Beautiful thinking' instantly communicates that there is a financial and strategic element as well as an aesthetic one. I think it helps clients feel confident very quickly: the authority and depth in that phrase helps them assume (correctly!) that when they work with us their brands will end up being listened to as well as looked at. The strapline is also helping us diversify the range of things we can offer as we evolve. So, of course we kept it when we rebranded – it's the jewel in our crown.”

“I had lunch with Shaun Dew yesterday and we were talking about you. She said you wrote their special descriptor for them - and how much they have grown to love it!”

Paul Domenet / Lynn Trickett Partner, Free the Birds / Director, Trickett and Webb