Everyone essential

GEMs is a consortium of 29 development banks with a mandate from the G20 to make emerging market financial data more accessible. That’s a lot of bureaucracy and layers of risk averse people who needed convincing that doing something bolder and more contemporary would help them deliver their mission - enable more investment where it is needed most. Active listening, careful iterations and not a small amount of patience helped us to bring together a diverse, conservative, international audience and deliver a next generation identity.

Beyond business

GEMs is a vast database of statistics on default rates and recovery rates in emerging and developing economies. What really motivates its contributors, members and users is a desire to get money into places where it’s needed by shifting perceptions of risk. Do you think investing in Senegal is riskier than a developed European economy? Think again. There’s a lot of bias and misinformation in the world right now but you won’t find it in GEMs

Execution is strategy

The GEMs rebrand was a balancing act. It needed to herald a new direction and a leap forward in AI assisted usability, performance and data granularity, while staying true to its rigorous statistical foundations. The new identity is built from the language of statistics. Animation and colour suggest intelligence and dynamism. An overwhelmingly positive launch in Bangkok and unprecedented PR coverage suggest we got the balance right.