GSG
Driving global connectivity through brand
GSG Impact is a global network active in over 50 countries, with a mission to transform financial systems so every investment considers social and environmental impact. Its original brand no longer reflected its ambitions or the breadth of its work, so GSG asked us to create a single, global brand that cut through complexity, united national partners and resonated across six continents.
The process connected brand and culture. By listening to national partners and understanding their diverse needs, we created a fresh brand that builds on GSG’s legacy, while positioning it for growth and wider impact. Collaboration, cultural context and impact are now at the heart of how GSG thinks and communicates, internally and externally.
The visual identity centres on impact through partnership, with an illustration style of solid shapes and textures coming together - symbolising the network itself. A vibrant colour palette and photography highlight human connection and the organisation’s passionate, action-oriented nature. We also developed a new naming system, with the community collectively referred to as the GSG Impact Partnership.
“You’ve supplied a good product, just like we asked for. Actually, with more than we asked for but needed. We’re all feeling elated at how it’s gone. There was a terrific response, huge enthusiasm and lots of positive energy about it.”
Neil Francis, Brand and Digital Lead, GSG
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