In 2002, Lionhouse started working with Gill. Our first project was to design and produce a sales catalogue. Since then we’ve redesigned Gill’s entire corporate identity. Today, we are their global brand guardians, producing every item of marketing support across all media for both brand and tactical campaigns. Lionhouse give the Gill brand a dynamic, contemporary and consistent look and feel worldwide.

Gill has developed a loyal and informed following. And so, with the brief to deliver regular insight, opinion and offers Lionhouse now implement an e-newsletter programme. This enables Gill to communicate directly with their advocates and prospective customers alike on an up-to-the-minute basis.

Buoyed by another successful year and the huge potential of 2012, Gill commissioned Lionhouse to develop a multi-platform advertising campaign to capture the brand’s breathless pursuit of excellence.

Challenged to communicate the confidence, the focus and the endeavour of the brand, we created a series of 9 ads, each telling the story of one of their key products.

The campaign will be given global exposure in key markets such as the USA, Japan and Europe throughout late 2011 and 2012.

In the summer of 2011 we approached Gill with an idea to capture the spirit of the brand and its inherent design heritage on film. Enthused by the extra dimension this would bring to their marketing presence they commissioned Lionhouse to complete 5 individual films.

Combining material shot at sea with studio footage each film details the technical superiority of a leading product in the Gill range whilst dramatically capturing the exhilaration of sailing.

The films play out on their website, the Gill YouTube channel and will also be seen at forthcoming events including the London Boat Show.

Every year Lionhouse produce a print advertising campaign to promote that year’s lead Gill products. Distinctive art direction and stylish photography supported by informative text invites consumer engagement, with ads placed in relevant sailing magazines.

Every year for Gill we create and produce their London Boat Show exhibition stand. Images here are from the 2011 show.

Lionhouse have now designed Gill’s entire packaging range...for the second time. The 2011 collection is far greater than first time around (2004) with many more products in the range but with the same need for impactful and consistent branding. Clean, contemporary two-colour graphic design also features eye-catching and informative line drawings of the products for maximum stand-out.

Lionhouse have created a launch campaign for Gill’s latest technically advanced fabric. The insulation of the Headwind jacket features the Intelligent Thermoregulation System, a name created by us. We also designed the ITS logo and a graphic tessellation design to represent the dynamic, breathable material which adjusts to external temperature and keeps the body heat regulated. Lionhouse have produced ITS marketing materials across traditional and digital media.

We have designed and implemented guidelines for Gill that unite the brand across all media. The distinctive art direction extends into digital comms and the website, which is now a highly successful e-commerce site selling over 340 items of marine wear. We also produce regular emailers for a growing database, helping to attract new customers. The site infrastructure and coding were produced by our friends at Propeller.

A new range of technical apparel, Gill Race, required its own set of sub-brand marketing materials. This included a suite of POS materials and informative swing tags plus a bespoke exhibition stand which featured enlarged graphic product cards each devoted to an item of clothing.

Every year, we produce comprehensive marketing materials for Gill. The new design always works in conjunction with that of the previous year, but is an evolution, moving the brand forward.

In 2006, Gill asked Lionhouse to update their corporate identity. The ‘before’ was the blue and yellow design below, felt to be getting out-dated. The ‘after’ is the monotone design, Lionhouse’s solution. The more contemporary and flexible solution appears in different colour tones where appropriate and always carries the strapline Respect the Elements.