After nearly three decades, Global Business Press (GBP) underwent a brand revamp. The brief was to retain the main bold letters of the original logo and incorporate the words Aerospace & Defence. The aim was to help the brand communicate what industries they focus on and who the target audience were.

GBP is a Singapore based media publishing house of news, views and analysis of topical issues from across the aerospace and defence spectrum along with live reports from industry events around the globe.

For the word-mark, two fonts have been paired together Slim Joe & Big John (sounding appropriate to the appellation culture of these two industries). The high contrast of width and style helped to easily distinguish these two sectors but falling under the same umbrella (Journalism).

Horizontal and vertical logo options with colour variations were introduced to adapt to the various applications for web and print.

The readership profiles consist of professionals across Ministry of Defence, Army, Air Force, Navy, Director / Chairman / CEO, Other military personnel, Senior Executives & Managers, Academic training institutes, Embassies, other Ministries as well as brands catering to the defence and aerospace sector across the globe.

GBP was an excellent learning opportunity to oversee the brand evolve and having a deeper brand ownership, working remotely led to adapting towards effective communication and collaboration to ensure projects are efficiently completed. Moreover, designing for a global audience and distributions of the publications (aswell as bilingual editions) at airshows and defence exhibitions meant understanding diverse cultural nuances, catering to a wider demographic and adapting designs accordingly and ultimately enhancing user experience.

Although the process was challenging at times, I was able to meet strict deadlines while liaising with multiple stakeholders to provide quality designs that uplifted the company’s profile on a larger scale.