Integrated brand identity, content strategy and paywall design


Retail trend forecasting agency GDR


Re-imagine the brand across all platforms in support of a new paywall on their website.


A new strapline; ‘What’s next for retail’ was the key to unlocking a fully realised solution. Core brand values were established and then set to work across both design and tone of all GDR‘s communications.

In this instance, the content strategy was to make sure every case study had the same headline across print, online, social and newsletter. This allowed GDR to demonstrate both content ownership and tone of voice.

The visual branding was completely overhauled, with a redrawn logo, new social icons, colour palette, typography and keynote templates.

The paywall website was a big innovation for GDR, allowing them to monetise their content on an international scale. This required careful collaboration with web developers Rawnet to deliver UX, UI, visual branding and usability.

GDR‘s traditional demonstration of value has always been a bound quarterly report, pulling together case studies, trends and analysis from around the world. The book was redesigned with new headlines, clearer navigation and simpler grids.


Over six months in 2013, traffic to the GDR website doubled, email newsletter open rates hit 50% and GDR signed new clients including Microsoft and Chanel.