| Title | MULTINATIONAL TYPEFACE |
| Brand | GREY GROUP SINGAPORE |
| Product / Service | GSK UNIT @ GREY SINGAPORE |
| Category | A05. Self Promotion |
| Entrant | GREY GROUP Singapore, SINGAPORE |
| Entrant Company | GREY GROUP Singapore, SINGAPORE |
| Advertising Agency | GREY GROUP Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Till Hohmann | Grey Group Asia Pacific | Executive Creative Director |
| Antonio Bonifacio | Grey Group Singapore | Creative Director |
| Luis Fabra | Grey Group Singapore | Art Director/Typographer |
| Nasheet Shadani | Grey Group Singapore | Art Director |
| Nirvik Singh | Grey Group Singapore | Chairman/Ceo Asia Pacific |
| Tom Evans | Grey Group Singapore | Client Services Director Apac |
| Lynn Chow | Grey Group Singapore | Global Account Director |
| Judd Labarthe | Grey Group Singapore | Global Strategy Director |
| Bobby Koh | Grey Group Singapore | Production Manager |
| Alina Kessel | Grey Group Global | Managing Director Global Client Services |
| Subbaraju Alluri | Grey Group Singapore | Chief Executive Officer |
| Darren Leong | Grey Group Singapore | Junior Art Director |
The new team and the new office should not be perceived as another global hub that essentially is only a local office 'running' a global business. Because there is a marked difference in experience, thinking, attitude and setup: people from 12 nations, with working experience in 49 markets, responsible for 106 countries. Being multicultural and multinational is a real benefit for all working in and with this team - in the network and on client side. With a small budget, design tools need to reflect and amplify this for the launch of the new office/team early 2014.
Use office, collateral and identity design to underline the fact that the new Singapore hub team of GREY, responsible for the regional and global GSK business, is truly multinational.
The multinational typeface is a flexible, casual, easy to deploy identity tool. It's used as office signage, design for collateral and standard materials (e.g. invites, presentations). The display-font abstracts geometric shapes and colors to create an alphabet based on national flags. Only together the 'national' letters create meaning. But each national letter is distinctively different - this is why this alphabet has 106 letters: one for each market the team works for and with. It creates an interesting balance of global and local by default - making it an ideal tool to convey purpose and openness.
The new identity instantly created positive impact and had a unifying effect for the team as it was used for the actual office design and for in office collateral. More importantly, it already 100% uplifted the perception of the new team clients are seeing and feeling a difference: this new team is truly different; it 'gets' the world (based on client evaluations pre and post). Other offices are responding positively to the fact that the team really is worldlier. And: the "world's first multinational typeface" has gained massive publicity. Thousands of views, hundreds of positive blog posts, even articles.