GlaxoSmithKline
The CEO's Sustainability Awards
THE CHALLENGE
Design and bring to life a new brand identity for the 2009 CEO's Sustainability Awards, which celebrate the achievements of working more sustainably across the business.
OUR RESPONSE
Following a number of global interviews and workshops, we were able to obtain an understanding of what sustainability meant to GSK employees. From this information we formulated the messaging and meaning of the awards and developed a suitable design concept, which was used on printed material, online and alongside the new trophy.
We created a Mobius loop for the award's identity, which incorporated the GSK logo shape and represented the continuous element of sustainability. Upon finalising the new brand identity, we then designed and hand carved the trophies from sustainably sourced solid oak into the mobius shape and finished them with natural beeswax.
Once the identity had been revealed to staff, we continued to work alongside GSK to communicate the awards globally by designing posters, presentations dedicated to the awards. We also crafted all of the messaging to align with our findings from the original workshops and interviews, to ensure a consistent approach was maintained.
Once the winners were announced we interviewed the key people from each winning team and brought to life their projects into engaging bite sized stories. For the awards ceremony itself, we designed and created an animated sting to provide the opening to the event. The sting captured the meaning and messages of the awards programme in just a few minutes, combining powerful images, meaningful text and engaging animation, resulting in a dynamic, and inspiring introduction to the ceremony.
THE RESULT
The new brand identity for the awards and messaging encouraged employees to enter their projects, and provides and engaging way to promote sustainable achievements across the company globally.
