Open for innovation.

We love when we can work with clients that are looking to disrupt their category with breakthrough, original thinking. A chance to work closely with risk takers, to define a brand that is totally new, is exhilarating.

GSK assembled a small team of experts to create “the CEEDD” – an R&D group based on external discovery and an unprecedented (and unproven) business model. In dialogue with this team of 12, we revealed the group's vision, its story, and its values – we debated and refined until we achieved full consensus.

Following that, we developed an identity, a unifying message, and materials to launch the group internally and to prospective partners. The business model was so successful that it's been cloned by GSK and emulated by competitors. Five years later, the identity is still hard at work.