We reviewed every element of the Boots brand strategy. To give the brand substance, we found at its heart a brand purpose that still held relevance but had never been activated. We created a new brand platform ‘Our confidence inspires yours’, and from that, brand experience principles, which allowed us to recast the familiar logo, freeing it from is dated lozenge, and create a whole new emotive identity system that was fit for digital and accessibility, and allowed it to play to the very different needs of beauty, wellness and pharmacy. We also provided brand guardianship to our Ogilvy partners, who activated the purpose and the identity through TVC, OLV and social media platforms. Won Silver for ‘Best Visual Identity in the Retail sector’ and Bronze for ‘Best Use of Typography’ at the 2020 Transform Europe Awards.

American Express’s long running and highly successful ‘Realise the Potential’ campaign had run on every continent across the globe for over a decade. When it came to updating it, the stakes were high in terms of ensuring everything that made it successful was retained yet it was refreshed and updated for a digital first, connected audience of today. Over time, the American Express brand had lost relevance to its customers. Working alongside Ogilvy, we needed to refresh the international brand platform and help accelerate business growth. Following the completion of the guidelines, we took part in a global training programme and supported a global brand helpdesk to launch the new visual platform to the Amex marketing team and key business partners to ensure implementation of a consistent and uniquely recognisable brand experience.