GPA are a world leader in packaging. Delivering for famous brands all around the globe, with cutting edge design, bespoke engineering, production and logistics.
After a period of rapid growth through acquisition, Halo were appointed to help define the brand for a vastly increased global workforce, customer base and fast expanding new markets. As GPA heads towards an industry defining IPO, shaping the brand; strategically, creatively and commercially is a vital part of ensuring the business continues to thrive and succeed.
Bespoke strategy
We engaged the global business on their terms, meeting with leaders and staff across all territories, and from all disciplines. We researched all key verticals, identifying areas of efficiency and growth within the markets and laid out a strategic plan for converting new opportunities in areas such as VR/AR tech and high growth FMCG categories.
Our ‘Beyond Packaging’ positioning strategy encapsulates this new era of GPA, as an integrated packaging solutions provider, leading with scale, creativity and innovation. It also defines the significant brand experience of the audience through packaging. It’s about outcomes, not outputs.
We developed cohesive and engaging narratives for internal and external audiences, with a particular focus on acclimatising staff joining through acquisition. We also developed key messaging, tone-of-voice and guidance for on-going communication – with one voice – wherever you are in the world.
Out of the box design
We didn’t set out to dramatically change the GPA brand. Research told us it was well regarded and remembered by the majority of key audiences. We wanted to build on those positive perceptions and enhance the distinctive assets it had. Evolve what was great, and streamline and finesse the design for global implementation by in-house teams from New Jersey to Hong Kong.
The result is an effortlessly stylish aesthetic system, that allows space for individual creative expression without ever losing sight of the tenets of the brand design. It strikes the right balance between freedom and structure. Rigid where it needs to be. With enough space to keep it interesting and in-house teams engaged.
B2B: An exciting creative space to be
We led an extensive roll-out for all core business collateral, digital and advertising. Working closely with in-house teams to ensure success in every territory, being sensitive to the cultural differences – and subsequent requirements - that a global rebrand entails.
Working with a B2B brand at this scale is always challenging. But GPA afforded us the chance to be truly playful and forward thinking, with a very creative client excited by the possibilities of branding. We never once felt boxed in.
