Ready to Trade
Global Brand Campaign
In early 2020, immediately following Brexit, HM Government’s Department for International Trade launched its ‘Ready to Trade’ global campaign, a strategic initiative designed to position the UK as open, confident, and globally engaged. Operating within a public sector framework, I led regional brand execution across multi-market environments, ensuring strict adherence to government brand guidelines while adapting assets for local deployment. The campaign required precision, launching at exactly 23:01 on 31 January 2020, with placements spanning international airports and key financial districts.
Client:
UK Government
Role:
Regional Senior Brand Designer
Year:
2020
Explore the full story –
Challenge
Following Brexit, HM Government’s Department for International Trade needed to reposition the UK globally with a unified ‘Ready to Trade’ message. The campaign required precise timing, strict brand governance, and coordinated rollout across major financial hubs outside Europe, targeting international investors and decision-makers at scale.
Objective
Delivered regional brand implementation and campaign assets aligned with the global ‘GREAT’ framework, ensuring consistency across print, OOH, and digital applications. Collaborated with cross-functional teams to execute synchronized launches across airports and business districts in 21 cities worldwide.
Results
From large-scale OOH installations in Sydney, Singapore, and New York to sector-specific brochures and investor-facing collateral, the work demanded coordination across stakeholders, suppliers, and international teams. The result was a synchronized global rollout reinforcing the UK’s international trade positioning during a pivotal political moment.
