GF Smith, a renowned paper specialist, recently embarked on a brand refresh, partnering with Templo, a creative agency known for its commitment to impactful storytelling.Templo’s attraction to the project stemmed from GF Smith’s deeply rooted community spirit, evident in initiatives like the newly established GF Smith Charitable trust.
This charitable trust aims to empower individuals in Hull, GF Smith’s hometown, and across the UK, by providing access to creative education and fostering opportunities in the creative industries. “Bringing our experience across human rights, climate change, and education, we ensured the [new brand and Trust] where built from the foundations of authenticity, transparency, and a genuine commitment to making a difference,” shares Pali Palavathanan, Templo’s co-founder, and creative director.
Templo’s approach to the rebranding went beyond aesthetics. Anoushka Rodda, Templo’s fellow co-founder, and managing director, explains, “Templo were set on really getting to the heart of the revered brand, uncovering its ‘gently radical spirit’ and bringing that to the forefront of their overall visual feeling.”
To achieve this, Templo engaged in extensive conversations with both internal and external stakeholders. They sought to understand the values that define GF Smith, uncovering a brand characterized by “warmth, character, and social conscience,” according to Rodda. Through workshops, audits, and engagement sessions, Templo built a complete understanding of GF Smith’s essence, ensuring the rebrand authentically reflected its legacy and aspirations.
GF Smith’s commitment to its community extends beyond words. They’ve pledged to dedicate 2% of all profits to the GF Smith Charitable Trust, demonstrating a tangible commitment to creating positive social impact.
How does GF Smith’s commitment to social responsibility, as demonstrated by their 2% profit pledge to the GF smith Charitable Trust, influence their new brand identity?
GF Smith’s ‘Gently Radical’ Rebrand: An Interview wiht Anoushka Rodda of Templo
GF Smith, the renowned paper specialist, recently launched a refreshingly authentic brand identity, a collaborative effort with Templo, a creative agency known for its commitment to impactful storytelling.Archyde caught up with Anoushka Rodda, Templo’s co-founder and managing director, to delve into the heart of this revitalization.
From Aesthetics to Authenticity: A Conversation with Anoushka Rodda
Archyde: What drew Templo to the GF Smith rebranding project?
Anoushka Rodda: GF Smith’s deeply rooted community spirit truly captivated us. Initiatives like the newly established GF Smith Charitable Trust, dedicated to empowering individuals through creative education, resonated deeply with our values.
Archyde: How did you approach capturing GF Smith’s essence in the rebrand?
Rodda: We went beyond mere aesthetics. Our aim was to uncover and celebrate GF Smith’s “gently radical spirit” – a spirit that is both warm, personable, and deeply committed to social conscience.We engaged in extensive conversations with both internal and external stakeholders, diving deep into their experiences and understanding the values that truly define the brand.
Archyde: Workshops, audits, engagement sessions – it sounds like a thorough process. How did these insights translate into the new brand identity?
Rodda: This immersive process allowed us to build a complete understanding of GF Smith’s core. Every element of the rebrand, from the visual language to the tone of voice, reflects this authentic essence. it’s about ensuring the brand speaks directly to its values and resonates with its target audience on a deeply personal level.
Archyde: GF Smith’s commitment to social impact is evident in the 2% profit pledge to the GF Smith Charitable Trust. How does this commitment factor into the rebrand?
Rodda: It becomes a visual and verbal pillar of the rebrand. It’s not just about saying they care; it’s about showcasing their tangible actions. This pledge demonstrates a genuine commitment to making a difference, and it’s something we wanted to celebrate and amplify through the rebranding efforts.
Archyde: What do you hope this rebrand will achieve for GF Smith?
Rodda: This rebrand is a powerful statement, not just about their identity but about their values. We hope it will elevate their position as a thought leader in the paper industry, attracting a new generation of customers who value authenticity and social responsibility.Ultimately, we want GF Smith’s brand story to inspire others to join them in creating a more equitable and lasting future.
What do you think is the most crucial aspect of a brand’s commitment to social impact? Share your thoughts in the comments below.
