GSCS brings in new blood to manage accounts

Brand consultancy Gregg Sedgwick Creative Strategy has made two senior appointments to its team after winning a string of major accounts. The Dubai Media City company has also launched a dedicated signage and wayfinding division.

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By  Tim Addington Published  October 20, 2005

Brand consultancy Gregg Sedgwick Creative Strategy has made two senior appointments to its team after winning a string of major accounts. The Dubai Media City company has also launched a dedicated signage and wayfinding division. Craig Stott has joined GSCS from London based firm Citigate and becomes design director at the company. He is tasked with developing a design team to manage new projects. Sylvia Soo, a signage expert and architect who has come from Lloyd Northover in London, will head up the signage and wayfinding division. The appointment heralds the start of an environmental design division that intends to deliver world-class brands in three-dimensional spaces, according to the company. New GSCS clients include US property developers Capital Partners, owners of River Walk. The company, which is building large mixed-use developments in the heart of Dubai Internet and Media Zones, has hired GSCS to handle its entire branding and graphics requirements as part of a project that is likely to last for two years. UAE family conglomerate Majid Al Futtaim corporate office has appointed GSCS as their strategic brand consultants, and the Centre for Document Research in Abu Dhabi has also chosen the company for a large brand audit and redeployment project. Habib Beaini, director of business development at GSCS said: “Growth for our consultancy is inevitable. Our clients recognise quality and we bring this in the form of international expertise with a regional empathy to build unique brand solutions. We only work on projects in which we can affect brand equity and we contribute enormous energy, commitment and power to new or evolving brands”. Gregg Sedgwick, CEO at GSCS said the company would continue to grow, but the company would still maintain its relationships with clients. “We are successful because we recruit carefully,” he said. “We are 30 people now and I can see us growing further. But we are mindful of our personalised approach and it’s the daily interaction with our clients that has been a major factor in our success – we never want to lose our boutique appeal." he said.

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