The goal was to create a new identity for the agency that would signal a new era. The design needed to work in static form as well as in motion, and ideally it should capitalise on the shorthand name for the agency: GSP.

After playing around with various renditions of the letterforms - from modern typography to more genre-specific - we arrived at a solution that was born out of classic monograms.The forms are purposely somewhat rough, in reference to hand-drawn type. But we have stripped out secondary decorative elements so it has a more modern, austere feel.

The audience is both internal and external. Everyone has embraced the new identity, and it is being implemented in all agency materials.