In 2017, shortly after joining JKR London to set up their corporate branding team, I was invited to lead the creative for the Mars opportunity – a three-way pitch with Interbrand New York as the favourite agency. Mars Inc, the $35bn dollar confectionery, food and petcare giant, was in search of a global agency partner to unify their business segments around a single purpose capable of inside-out transformation, articulating its sustainability commitments and becoming more competitive when attracting talent.
Read moreIn today’s world, brands need to stand for more in order to be successful in the long term. Mars took the opportunity to make a positive difference, infused by optimism and supported by real actions. Inspired by the five principles that have guided the business since its inception, we crafted a new purpose and expressed it through an energising brand identity.
The Five Principles are the foundation of how Mars does business, and strives to live by them each and every day. They’re the filter in all business decisions, and they unite the company across geographies, languages, cultures and generations.
100+ years old. Family owned. US$36 billion revenue. Notoriously low-profile. Rebranding Mars Inc was never about the merits of corporate design. Instead, it was about making the case for change – a purpose-led shift that makes a bold statement about the world we want for the future while enabling another 100 years of success.
Creative Director: Dan Vasconcelos
Strategy Director: Alex Lewis (Revolt)
Design Director: Alex Stewart
Designers: Luke Thompson, Martin Lynch, Iancul Barbarasa, Chris Stevens
Account Director: Romi Mackiewitz
I’ve rarely met someone with the creative skill and integrity combined with the ability to handle a room of the most senior stakeholders commenting on the minutiae of the work and stay so calm, cool and persuasive.