To introduce George to international partners, we've created a beautiful hand stitched coffee table brand book that conveys the three George customer promises of Quality, Style and Value. We've used fashion editorial for style; fit, fabric and durability messages for quality; and clear price messages combining with style and quality to deliver value.

The team has so far signed up two major partners with the first stores due to open in April. We have continued to work with the team to create launch windows, interior graphic styles and seasonal windows.

Christmas 2012 went with a bang! 'Glamour & Gifts' was a subtle nod to the 1920s. With glamorous photography, a consistent Christmas message, and a bit of sparkle, the campaign has been a hit with both the client and George customers.

To inject warmth into the Ashfield In2Focus brand we were asked to redefine the identity and broaden its appeal for all audiences within the healthcare industry. Reflecting the ‘people’ focused nature of the business we developed a colourful secondary colour palette and a new illustration style to soften the brand. Following a series of client workshops, the tone of voice was also developed with some softer emotive messaging.The new A5 French folded guideline was created with a die cut cover and colourful inlays to the pages to celebrate the vibrancy of the refreshed identity palette and philosophy of the brand.

As part of its programme of international expansion, George has established a new International team. Opening specialist stand alone George outlets in new overseas markets, through franchise agreements, the team needed an identity, tone of voice and set of collateral that would help create a convincing sell in offer. Using the brand colours and typeface, we created a G icon derived from the logo that can flex in colour and size to be applied to different types of collateral. We have applied this to a 60pp franchise manual and a suite of additional manuals.

Following the rebrand, we were asked to flex the internal brand elements to refresh the internal quarterly magazine and make it more relevant and fresh for each publication.

The die-cut cover allowed the overall look to feel uniform and consistent while revealing a glimpse of the key features inside. The main spreads have been created with template elements to allow the publication to be cost effectively designed and produced each time, yet still have interest and pace.

As part of the brand audit, we were asked to review and develop a new induction pack to be sent out to all new starters.

The new softened tone of voice was combined with the new illustration style and colour palette to organise and simplify a complex legal document pack and careers toolkit. The new packs were a real success with improved retention of employees and positive brand feedback.

As part of the development of the identity we created a corporate brochure for the European side of the business. We focused on key areas of the business, its rich history and the architectural detail of their head office. The pure white embossed cover contained inset coloured translucent pages and rich photography to add interest and pace.

We were asked to develop a brand guideline for the Hapé Eco range using a new positioning and value set inline with the brandline of ‘forming the future’.

We refreshed and softened the identity palette to suit a wider consumer facing audience for the master brand. The defined sub category carries the unique ecologically focussed product along side the core.