A giant wall of paper gives this identity the human touch

A new typeface, two brand marks, business cards, a website and brand book: when Made Thought was tasked with creating a new identity for British paper company GF Smith, the list of requirements wasn't short. Finding a way in, however, proved simple: "We wanted to place GF Smith back at the centre of its own brand," says Made Thought founding partner Ben Parker, "and re-orientate the brand image back around a more human focus."

As part of the rebrand, the studio created a 'collection wall' built from blocks of A4 paper showcasing every shade available. "We wanted to create something tangible that showed off all this activity - something beyond simply summarising the work in a singular logotype," explains Parker.

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