Adapt or die? When total brand overhauls work, and when they don’t

For other big reinventions, big design resets were rooted in changes to brand context, as seen in the case with paper purveyor GF Smith’s rebrand. With the help of cause-led agency Templo, GF Smith sought a rebrand that would inject more colour, movement and personality into its identity. GF Smith’s global brand director, Ben Watkinson

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Published by itsnicethat.com