fairtrade international
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Gen.a was contracted to Fairtrade International to design, develop and implement an overall Brand Strategy for Fairtrade International and its 23 national licensing initiatives.
The contract involved the brand rollout and applications across key media in multiple countries. This involved extensive consultative processes, multiple brand workshops and executive interviews, together with intensive strategic and creative development. The result has been an accelerated brand blueprint, clear internal and external positioning, and a more powerful external expression.
Gen.a was also engaged by Fairtrade International to design a clearly understood strategy and architecture for its Certification Mark. The architecture helped define a new business strategy for the organisation and its stakeholders, while providing the basis of the overall marketing and communications plan. We were also engaged to lead the creative development of Fairtrade International’s first film-based global campaign, 'A Fair Story' www.fairstory.com, which was launched across 10 countries in February-March 2011.