GSK

We may go fast alone, but we go far together*

*African Proverb

the problem

GSK’s Emerging Markets have big, bold and brave ambitions. They just needed a brand to match.

GSK came to us with the idea that together, we’re better. With a melting pot of talent made up of the best and brightest from 120 countries, their Emerging Markets are proof of this. All they needed was a rallying cry.

We came up with a concept called FUSION. A creative platform built on a banner GSK would march under, designed by fusing elements of each flag from all 120 countries that make up their Emerging Markets. It would be bold, vibrant; iconic. And it all started with this picture, lovingly designed...

In PowerPoint.

Beautiful, isn’t it? But it soon evolved into this...

Of course, this wasn’t our only idea — there were two others that almost won out.

But I’ll save those for another time. Because I can’t see Emerging Markets as anything but this beacon of joy called the EM Flag. And like all great work, it only happened because we did it together.