Change please.

Every great brand needs a purpose at its core. Ours is to inspire change.

For 30 years, we’ve helped some of the world’s greatest brands make change happen.

Whether they wanted to change the world, change their business, or simply change the way people saw them, we’ve worked with them to do it.

The next change we want to make? Who you appoint as your agency.

Because however big your challenge and whatever you want to achieve, for yourself or for your business, we can help.

No one knew what made Britain so great.We changed that.

The GREAT campaign was launched in 2011 to boost tourism ahead of the

Olympics. It was showing promise but struggling to reach its full potential. We changed that. We transformed

the campaign into a brand that became the UK’s no.1 promotional

tool, generated over £1.4bn in foreign investment, and won us the 2016

DBA Effectiveness Grand Prix.

Brand strategyAdvertising

FilmProduct and event branding

Digital activation

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With extensive financial support, minimal regulation and a talented workforce, Britain is one of the easiest locations to start a business. Choose the UK.

Sir Richard BransonFounder, Virgin Group www.great.gov.uk

From building the first sports car, the British motor industry has created many of the most recognised and coveted cars ever made. For world-leading design and innovation, choose the UK.

Q by Aston Martin Bespoke Rapide S for the GREAT Britain campaign www.great.gov.uk

Loch Beinn a’ MheadhoinInverness, Scotland

The Dores Inn Loch Ness, Scotland

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Imaginative ideas flourish in the UK; home to the world’s most innovative designers and engineers. For creative solutions, choose the UK.

www.britishcouncil.orgHeatherwick StudioGarden Bridge, London

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For the easiest major economy in Europe to do business in, with a dynamic location and stable investment environment, choose the UK.

Flight pathsEurope www.great.gov.uk

From Damien Hirst to Kate Moss, David Bowie to the Rolling Stones, David Bailey has created unforgettable images of unforgettable people. British creativity at its very best.

David BaileySelf Portrait with ‘Pig’

www.great.gov.uk

England vs Wales International rugby at Twickenham Stadium, London

visitbritain.com

Sadler’s Wells, the birthplace of British ballet, is a world leader in contemporary dance. Visit Britain and experience cutting-edge culture at its very best.

Sutra – Sidi Larbi Cherkaoui, Antony Gormley, and the Monks from the Shaolin Temple

Sadler’s Wells Theatre

visitbritain.com

y spray as you surf some of Europe’s best e warmth of an open fire in an ancient pub, cked with experiences to delight the senses. visitbritain.com

Fistral BeachCornwall

The British Embassy Beijing & Arup present:

M Architecture Talks: Beijing’s Evolving SkylineCapital M, Sunday 15 September, 4pm

From design to execution, find out how some of Beijing’s iconic buildings came to adorn our skies

We gather leading masterminds from the UK andChina to tell us their stories, including panellists from Arup, Zaha Hadid Architects and IntegratedDesign Associates.

Tickets: 75 RMB includes one drink Book your tickets: (86-10) 6702 2727, reservations@capital-m-beijing.com

For more information visit: www.capital-m-beijing.com

In partnership with

Dress code: Cocktail RSVP: by Monday 2 July

Date: Monday 30 July Time: 6.30pm* – 8.30pm Where: Royal Academy of Arts, Burlington House, Piccadilly, London W1J 0BDE rsvp@creativeeventsteam.co.uk T 020 7183 4852

RSVP

The UK’s Creative Industries Reception Invitation

The Secretary of State for Culture, Olympics, Media and Sportin partnership with the Founders Forum is delighted to invite you to attend an exclusive red carpet reception celebrating UK culture, creativity, art and entertainment.

On accepting this invitation, a formal hard copy invitation will be sent to you by post.

*please arrive promptly at 6.30pm

Join us on facebook Follow us on Twitter

Supported by

The world’s first truly sustainable olympics and paralympics

The UK is a world leader in sustainable development, and London 2012 will be the world’s first truly sustainable Olympics and Paralympics.

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To discover how pioneering design, high construction standards and a truly collaborative approach to project delivery can help your business, contact UK Trade and Investment at:

URLgoeshere.com

What’s in the photo?Where it is

Welcome to the greenest show onearth

What’s in the photo?Where it is

gov.uk/ukti

Matt DamonThe Martian

More Grand Prix cars are built in Britain than any other country.

Britain is a world leader in advanced engineering and with low tax, reduced regulation and a talented workforce, the UK offers international business the edge.

Find out more with UK Trade & Investment at ukti.gov.uk/goUK

Vodafone McLaren MercedesFormula 1 Car

From advanced airline cabins to passenger flights to the edge of space, UK companies are at the forefrontof groundbreaking transport design. For ideas that transform the way we live, choose the UK.

World View ExperiencePriestmangoode design www.great.gov.ukWith stunning views, over 3,000 miles of pathway,

you’ll see why the Lonely Planet called this “The best region on Earth”. Discover more in Wales.

Lighthouse Llanddwyn Island

visitbritain.com

100km/h in under 3 seconds: The McLaren P1™ is the most technologically advanced production car ever engineered in the UK. For cutting-edge

design and innovation choose the UK.

gov.uk/ukti

McLaren P1™

PaddiProduced by David Heym

distributed by STUDIOC

www.great.go

TOUCH

From the salty spray as you surf some of Europe’s best beaches to the

warmth of an open fire in an ancient pub, Cornwall is packed with experiences

to delight the senses.

Ask our experts to help you discover the best of Cornwall.

Union Jack DressHouse of Hannigan

www.great.gov.uk

Britain’s world-renowned fashion houses produce stunning creations that make an impact on and off the catwalk. For a truly inspirational creative environment, choose the UK.

For 50 years the Red Arrows, the UK’s premier aerobatic display team, has enthralled and inspired millions of people across the globe. For world-class skill and expertise, choose the UK.

RAF Aerobatic TeaThe Red Arro

www.great.gov.u

With astonishing visuals created by a British special effects house, six BAFTAs and seven Academy Awards. Gravity is one of the most technologically advanced films ever made. For world-leading film-making talent, choose the UK. www.great.gov.uk

GravityAward-winning production

From climbing jagged mountain ridges to wandering through magnificent glens,

exploring Scotland’s Highlands is an uplifting experience.

Ask our experts how you can discover a more invigorating Scotland.

SCALEAlex Garland, British-born writer and producer, directs his own screenplay in the futuristic drama, Ex Machina. For the most creative storytelling, choose the UK.

www.great.gov.ukEx MachinaWritten and directed by Alex Garland

Wallace and Gromit©Aardman Animations Ltd 2011

www.great.gov.uk

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With thousands of iconic locations and world-class talent both on and off screen, make your next film in the UK.

Harry Potter

gov.uk/ukti

Plodda Falls Tomich, Inverness

LEGO® The Lord of the Rings™

Travellers Tales

British creativity is behind global games like Tomb Raider, Moshi Monsters and LEGO’s Lord of the Rings. For highly skilled games development expertise, choose the UK.

govThe ShardLondon

From accountancy and law to advertising, Britain leads the way in business services. For a highly skilled, customer-focused workforce, choose the UK. www.great.gov.uk

Chang is one of millions of people buying British brands on China’s e-marketplaces.

She could be your next customer.

90% of China’s 200 million online shoppers use e-marketplaces. Find out how to reach your next customer.

Visit gov.uk/e-exporting

Jamie Oliver’s Fifteen gives young people a chance at a better future.

Jamie OliverFounder of Jamie Oliver Food Foundation

Jamie Oliver’s Fifteen trains hundreds of disengaged young people to become successful chefs. For a business environment that supports social enterprises, choose the UK.

gov.uk/ukti

Step into the 16th century at Shakespeare’s Globe in London. With thousands of historic buildings to explore, what will you discover in Britain?

Shakespeare’s Globe South Bank, London

visitbritain.com

gov.uk/ukti

Tom HardyThe Revenant

GREAT Britain Clipper 70 racing in San Francisco Bay

Home of the world famous Clipper Roundthe World Yacht Race, Britain is the perfectplace to discover your next adventure.

visitbritain.com

British award-winning talent directs, produces and stars in many of the world’s biggest movies.For world-class film production choose the UK.

Steve McQueenOscar and BAFTA winner for 12 Years a Slave

to discover, explore Wales and step into history.

visitwales.com

Grand Prix and Gold Winner DBA Design Effectiveness Awards 2016

More Grand Prix cars are built in Britain than any other country. Britain is a world leader in advanced engineering and with low tax, reduced regulation and a talented workforce, the UK offers international business the edge. Find out more with UK Trade & Investment at ukti.gov.uk/goUK

Vodafone McLaren MercedesFormula 1 Car

Contents | Our story | GREAT in action | The future | Gallery

£600m

2.3m

A unique collaboration between No10/Cabinet Office, FCO, UKTI, VisitBritain, VisitEngland, British Council, DCMS, BIS.

The return on investment from first 11 target countries; on track to return £600–800m in 2013/14

134The number of markets GREAT campaign is active

Active social media members

2013-15 markets: BRICs, USA, France, Germany, Gulf, Turkey, S Korea, Mexico, Indonesia, Poland/Emerging Europe

Measured hard since day 1

90 celebrities and 100 business engaged (£15m cash/kind) with £30m projected support in 2013/14

The value of the GREAT brand after 18 months, rising to £1.076bn in 5–7 years*

£100m

1

Measuring success

Welcome to the GREAT Britain campaign | GREAT in action

In a city brimming with inspiring events, few would choose a talk about science.

We changed that.

TEDxLondon’s ingenuity-themed event had some breathtakingly brilliant speakers. But science isn’t always seen as exciting. We changed that. We created an identity that’s ingenious in itself. We played on the word ‘matter’ – in science, ‘stuff’; in life, ‘a topic’ – and used each letter as a piece of matter to illustrate subjects.

IdentityCampaignFilmMerchandise

MATTER OF INGENUITY

PROFESSOR STEPHEN HAWKING

17 TH JUNE / 5.45PM

MATTER OF INGENUITY

PROFESSOR STEPHEN HAWKING

17 TH JUNE / 5.45PM

MATTER OF

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People thought Bournemouth was just for old people.

We changed that.

Bournemouth. It’s got a great university. With impressive alumni and great

academics. But it was known more for blue rinse and beaches and students

weren’t choosing it. We changed that. We made Bournemouth University

the place where you could truly Be You. Whoever you are. Whatever you want to be.

Brand strategyIdentity

Guidelines

Slavery was impossible for children to comprehend.

We changed that.

The story of the transatlantic slave trade is a difficult one for schoolchildren to engage with. It’s grim, dark, unimaginable. We changed that. We developed an impactful, sensitive brand for the National Maritime Museum’s education programme. We helped make the story relevant to a young audience, and enabled educators across the UK to tell history’s stories powerfully today.

Brand strategyIdentityCampaignDigital activation

Every day, GSK works to deliver breakthrough innovations. But they were struggling to visualise them.

We helped change that.

GSK is an extraordinarily innovative business. They work to

make groundbreaking scientific breakthroughs every single day. But the

wonder of their science wasn’t coming across as strongly as it could have done.

We changed that. We helped evolve their visual identity to bring their great,

unique science to life.

Brand evolutionGuideline refresh

3D imageryFilm

Digital activation

In a digital world, face-to-face seemed overrated.

We changed that.

UBM is the world’s leading B2B events company. But with digital

taking over, people saw face-to-face events as unnecessary, old-fashioned

and overrated. We changed that. We used the brand’s ‘you should’ve been there’ moments to remind the

world that, when people come together, incredible things happen.

Brand strategyIdentity

Guidelines

The ICC is a pioneering organisation that aims to protect humanity.

But it didn’t look like one.We changed that.

The ICC is the world’s first permanent, independent, international criminal court.

It deals with humanity’s most serious offences from genocide to war crimes.

It’s a groundbreaking organisation. But it didn’t look like one. We changed that.

We created a geometric identity inspired by the order and transparency they bring

to the world. And it’s helping them achieve international cooperation for their work.

Brand strategyIdentity

GuidelinesWebsite

Helping build a safer future for humankind

“ It’s more dangerous to be a woman than a soldier in modern conflict.”

Too many brands are unhappy with their agencies. We’re on a mission to change that.

Because we’re not like any other agency.

We can do more. We can do brand, advertising, digital, events, film, photography, sustainability, employee engagement and annual reports – all under one roof.

We’re 30 years old and still independent. We’re a family business that’s still run by the man who founded us in 1986.

And we make a great cup of tea. Like, a really great one. Don’t believe us? You’re welcome to try one any time.

After 30 years in the industry, we were extremely proud to win the DBA Grand Prix for our work on the Great campaign, which generated £1.4bn for the UK.

And we’re delighted to have been recognised by other awards along the way…

Grand Prix and Gold Winner DBA Design Effectiveness Awards 2016

A programme that pays for itself and makes buildings sustainable

wasn’t getting noticed. We changed that.

RE:FIT London is the Mayor’s ambitious programme to make public buildings more sustainable. It’s simple. It pays for itself. And it works. But people weren’t signing up. It seemed overly complex and, frankly, a bit too good to be true. We changed that. With a seal of approval and a ridiculously simple message: Better Buildings Guaranteed.

Brand strategyIdentityCampaign

BENEFITS

LONDON BOROUGHS

CORE BUILDINGS

People saw Drax as the problem, not the solution.

We changed that.

Historically, Drax has been known for coal – large, billowing power stations

pumping energy and smoke out in North Yorkshire. We changed that. We told the world a different story.

A story about Drax today. A business on a journey from fossil fuel to biofuel.

An innovator in renewable energy. A power company for the future.

Brand strategyIdentity

GuidelinesDigital application

Annual ReportFilm

Shepherd looked like any other construction firm.

We changed that.

Shepherd is a construction firm creating brilliant, imaginative, practical solutions. But no one saw that. They saw a traditional business doing traditional construction. We changed that. We created an intelligent identity with a clear idea: Ingenuity Applied.

Brand strategyIdentityApplication

Westminster is where the politicians do the talking.

We changed that.

The Houses of Parliament are known more for lengthy political debates than inspiring, innovative, iconic talks. We changed that. With a smart, simple identity for 2015’s TEDxHousesofParliament event: The Voice of London.

IdentityFilmSonic brandingSet design

Travellers were stressed about the UK border.We changed that.

Crossing the UK border should be exciting – you’re stepping into a

world of history and culture, beautiful green lands, myths and legends.

But people didn’t think that. They thought it was stressful, hard

work, even scary. We changed that. We repositioned the UK border – so it’s no longer a barrier, it’s a gateway. It’s an entrance. It’s the start of your

British adventure.

Brand strategyIdentity

GuidelinesWayfinding

It was hard to see what made Malcolm Hollis different.

We changed that.

Malcolm Hollis is a building consultancy that helps you make more money from your commercial properties. They have absolutely loads of services and benefits, skills and talented people. But they were struggling to communicate it all. We changed that. We developed a unique,  playful identity that celebrated everything that made them special.

Brand strategyIdentityGuidelines

Smokers still weren’t quitting.We changed that.

“ Two reasons I need to quit.”Your guide to trying again and quitting for good

The Smokefree campaign wasn’t connecting with diehard smokers.

They knew they had to quit, but felt patronised and antagonised by

middle class advice. We changed that. We put real people at the heart

of the brand, with real stories about giving up on your own terms. And

it worked, with record numbers signing up to Smokefree clinics.

Brand strategyIdentity

Advertising

Sexual violence in conflict was being ignored.

We changed that.

NOW IS THE TIME TO ACT

THEY WANTED

BUT THEY COULDTO HURT ME

NEVER HURT ME ASMUCH AS MY SOULWAS HURTING ME

Sexual violence in conflict is one of the unacknowledged horrors of

modern warfare. It destroys lives and damages communities. It desperately

needs attention from world leaders, but it’s an uncomfortable, frightening

topic, something that’s easier to ignore. We changed that. We created a

provocative, graphic identity that made the realities of Sexual Violence

in Conflict unavoidable.

Brand strategyIdentityEvents

There are some things we can’t help you with. And lots that we can.

What do you want to change? The broken toaster. Your Mac to a PC. Your PC to a Mac. Your brand. The dodgy toilet seat. Your wakeup time. Your bedtime. Your partner’s fashion sense. Your visual identity. Your commute. Mansplaining in meetings. That printer that never seems to work. Your logo. That flickering light bulb. The air con setting. The no-dog policy. The no-cat policy. Your social strategy. Your grumpy colleague. The boring biscuit selection. The distance of the biscuit tin fromyour desk. Your waistline. Your website. Lunchtime meetings. Friday afternoon meetings. 8am meetings. The sheer number of meetings. Your employee culture. Your boss. Your hair. Your car. Your children. Your neighbours. Your environment. Inequality. Brexit. The housing crisis. Your annual report. Your colleague’s whistling. Your colleague’s perfume. The weather. Your sustainability strategy. The number of days ‘til the weekend. The length of the weekend. Your company’s reputation.

Download Fit For Purpose An index of the world’s leading brands with purpose. ry.com/fitforpurpose

We are an independent, London-based brand, marketing and communications agency.

Our 200-strong team of specialists has been working with multinationals, start-ups, private companies and public bodies for more than 30 years. Together, we tackle complex challenges for complex organisations by defining their story, communicating it simply, changing behaviour and delivering results. As a family-owned business, we’re better placed to take a long-term view. We want to be the best place to work where the best work gets done.

Get in touch: hello@ry.com+44 (0)20 7033 0700Pop in for a cuppa: Radley Yeldar 24 Charlotte Road London EC2A 3PB

@RadleyYeldar

ry.com

@RadleyYeldar