GF is a global leader in industrial inovations since 1802, developing products and solutions that enable the safe and sustainable transport of water and other fluids for Buildings, Industry and Ifrastructure.
Make Studio has been developing their content and branding for more than 10 years. They have been responsible for creating guidelines, and branding rules that has been used across all GF content. And in 2026 the team started developing their new brand.
The key direction I received from the Creative Director was to apply the latest design system into GF's new motion identity. A system that the team at Make Studio have been developing for more than 10 years. The Blue colour have always been strong visual link into the GF's brand identity and have played an important role in creating a distinct and consistent corporate idenity.
While working on my motion tests, I focused on bringing the confidence and intelligence the Blue communicates.The GF Blue has clear, assured stand-out by being pared with nautral black, grey and white.
After refining the brand in a cleaner and simpler way, it allowed the brand to flex from light to dark applications while less shades provided a pallette that can be easily recognised. The addition of motion, transitions and combining past GF campaigns created a greater consistency. The visuals helped conveying GF as a progressive, high - performance leader in its field, constantly seeking to push the boundaries of visual identity.