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 was big, bold, vibrant, and 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.