Free the Birds

The District

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Two decades of design and packaging work for Boots, Marks & Spencer, Dove, Lenor and Lindt found Dew Gibbons and Partners seeking to refresh their identity and redefine their mission. Working alongside – and at times feeding into – this process, the development of a new website became a key execution of their relaunch as Free The Birds.

The challenge was unusual: to express their core ideology of ‘Beautiful Thinking’. An early success was the homepage concept: a sincere ideological statement elegantly paring back upon hover to reveal the sitemap hidden in plain sight. This bold, clean aesthetic drove the design development for the rest of the site allowing Free The Birds to showcase both their intellectual heft and the powerful visual impact of their work.

The site launched to blanket industry coverage of the rebrand, attracting particularly detailed focus in Net magazine. Free The Birds garnered the Best Brand Design award at The Drum Awards 2018.

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