M&S Plan A
Concept and creative direction: Brand development and both internal and consumer-facing communications for M&S’s award-winning sustainability campaign Plan A. Our work was integral to the positioning and ultimate success of Plan A communications, including strategy, branding, logo design, brand mark creation, brand design and brand guidelines. Initially launched internally, the communications campaign was so successful that it was rolled out to customers through in-store communications and advertising campaigns. M&S made a profit of £50m from Plan A in the year to March 2010, compared with the £40m cost it incurred in delivering the plan during that time.