MadeThought has a long-term creative partnership with G.F Smith—how did that come about?
Our relationship with G.F Smith began five years ago in 2011, when we were asked to create a paper promotion for the prestigious ‘Strathmore from G.F Smith’ range. This project gave us not only the opportunity to prove ourselves as print designers, but a chance to think about finding some ‘white space’ in a busy marketing category.
We approach all of our projects with an aim to go beyond thinking about design, and firstly develop a visual personality that establishes a brand behaviour that will excite and engage; only then do we look at identity. Our best work comes from working with clients that are progressive and passionate about partnering with us to push the creative boundaries. This is something that we have found in abundance with G.F Smith. Their passion was and is infectious, and I think has been key in allowing us to deliver such a wide and exciting body of work that gets progressively better year on year.
What’s distinctive about the G.F Smith project is that it has a highly expectational audience who demand superlative and unrelenting quality. This means the communications and activities
can afford to be somewhat esoteric, be consciously different, and be challenging. The danger, however, is to throw everything and the kitchen sink at it, so restraint and blending elegant craft and creativity in equal measure is key.