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Core Service
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  • engage
  • challenge
  • build
  • corporate
  • development

Fairtrade International

CONNECTING PRODUCERS & CONSUMERS

Fairtrade International (FLO), and its member organisations (labeling initiatives and producer networks), represents the world's largest and most recognised fair trade system - an alternative approach to conventional trade, based on a partnership between producers and traders, businesses and consumers. FLO works to secure a better deal for farmers and workers, sets global Fairtrade Standards and supports and licenses fair trade-certified products.

Gen.a was contracted by Fairtrade International to design, develop and implement an overall brand strategy for Fairtrade International and its 23 national licensing initiatives. For the first time in the organisation’s history, the project involved a brand rollout and applications across multiple countries.

The result was an accelerated brand blueprint, clear internal and external positioning, and a more powerful external expression. On the strength of the new brand strategy, Gen.a was subsequently engaged by Fairtrade International to design a clearly understood strategy and architecture for its iconic Certification Mark. This provided a platform for the overall marketing and communications plan for the organisation globally and at an individual country level.

DATE 2009-2010
CLIENT Fairtrade International
PROJECT Brand Strategy & Architecture
INDUSTRY Development / Consumer Marketing
RELATED WORK

'A Fair Story' global campaign

“Throughout their engagement, Gen.a proved to be an excellent creative partner for Fairtrade, challenge the status quo to help create real change in a relatively short period of time. They proved to be able to effectively manage the process involving multiple complex stakeholders with differing priorities. Importantly, they were consistently generous in their approach, supporting the aspirations of the leadership team and expanding traditional creative boundaries. They remain my preferred global brand partner for work that is both challenging and inspirational.”

Johnna Phillips
Former Head of Marketing
Fairtrade International