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BRAND ELEVATION APPROACH Company Profile & Credentials






Agency Background


Building a strong brand starts with understanding what it really means to users in the ‘now’. Team G&A

Why are we so good?

Agency Background Introduction | services

Company Information HEADQUARTERS - BARBADOS G&A Communications Inc. 1st Floor, Suite 201, The Atrium, Sky Mall Road, Haggatt Hall, St. Michael, Barbados, W.I. BB11059 Tel: (246) 437-2214 Fax: (246) 228-5204 Email: Web Address: JAMAICA G&A Communications (Jamaica) Ltd Unit 8, #80 LMR Business Centre, Lady Musgrave Road, Kingston 5, St. Andrew, Jamaica

GUYANA 234 Lance Gibbs and Irving Sts., Queenstown, Georgetown, Guyana Tel: +592 226 0947 LONDON 20 Baltic place, n1 5aq, London Tel: +447912360075

Feasibility Studies, Market Research Marketing, Advertising, Public Relations Brand Strategy, Corporate Identity, Graphic Design Desktop Publishing, Media Planning Market Research, Creative Services Digital Media & E-Commerce, Direct Marketing Television & Radio, Event Planning Environmental Graphic Design & Signage Web & App Development, Interactive Media

Founded in March 2000

Full service brand communications, digital media and

public relations agency with a modern creative approach

Offering Research, Strategy, Advertising, Branding &

Design, Media, Direct Marketing, E-Marketing,

Public Relations

Full complement of hands-on, experienced and

talented marketing professionals and creative staff

Emphasis on effective results through creativity

and strategic research & planning

A diverse and select clientele which ensures that

we deliver a personalised and timely service

Strategically driven business philosophy

Culture driven by creativity, efficiency and

teamwork •

Named Barbados’ Best Managed Small Business

by the Ministry of Commerce and Consumer Affairs

and Business Development in 2004

Awarded the Small Business of the year award by

the Barbados National Bank (2004)

Finalist and awarded an honorary mention in

the 2009 Caribbean Pioneers of Prosperity

business competition


Recipient of a number of creativity awards

G&A’s full team of brand management staff provide a broad suite of services in-house: qualitative and quantitative research methodology

International capabilities for the services we offer

and analysis, integrated marketing communications strategy (including digital), graphic design, desktop publishing, motion graphics,

Pioneers Of Prosperity (Caribbean) – Finalist &

environmental and interior design, concept development and scripting for radio and television and storyboarding for the latter.

Honourable Mention 2009

Gold Addy Award Winner 2009, 2010, 2011, 2012,

2014, 2015


BEST OF SHOW RADIO – Addy Awards 2014

District Level Addy Award 2012, 2014, 2015

DUBAI Tel: +971 050 2041479

Tel: (876) 927-7704

Our capabilities

PARTNERS In addition we have strong, established relationships with local and regional printers and signage makers, as well as radio and television production studios. For large regional or international campaign roll-outs we have also (since 2011) established a partnership with a COMVORT member media agency, giving us the ability to place media anywhere.


G&A Key Principals

Devin Griffith Group Chairman & CEO - The G&A Group


expertise in the areas of Finanicial Services Branding, having successfully

of Art, Woodstock, N.Y. U.S.A. He studied Marketing at the Barbados


delivered brand development and marketing communication programmes

Institute of Management & Productivity where he developed his business

for a collection of both private and public sector financial services

skills. He then went on to do an MBA with the University of Liverpool

Devin Griffith is the Chairman & CEO of the G&A Group which comprises G&A

organizations. His assignments have taken him right across globe to key

where he received a postgraduate certificate in Business Administration

Communications Inc - Barbados (headquarters), G&A Communications

markets in the U.S.A, Canada, the U.K., the U.A.E, Malaysia and China. He

with specialization in Marketing.

(Jamaica) Limited and operations in Guyana, Toronto, London & Dubai.

also knows the Caribbean intimately having executed research and brand development assignments in 15 regional territories including Jamaica, the

Devin has won numerous fine art, creative and business awards across

Devin has extensive regional and international marketing experience

British Virgin Islands, St. Vincent, St. Lucia and other OECS territories,

the span of his career. He participated in many regional and international

and specializes in strategic brand management, change management

Trinidad & Tobago, Curaçao, Aruba and Guyana.

fine art exhibitions including the Barbados National Independence Festival

and country branding. He has devised a number of brand strategies and

of Creative Arts (NIFCA) Fine Arts Exhibition, where he captured the Ivan

rebranding programmes for major regional and international organizations

Devin’s other core competencies include strategic marketing, research

Payne national award for fine art excellence in 1996. He also represented

including Sagicor Life Inc., CIBC FirstCaribbean International Bank, the

methodology, creative direction and graphic design. He has lead the

Barbados at the Santo Domingo Drawing Biennale in the Dominican

Caribbean Tourism Organization, the Southern Caribbean Cruise Alliance,

research design and execution for a number of research clients such as

Republic in 1999. He has written a number of articles on the topic of

the Caribbean Development Bank, the Barbados Tourism Marketing

BTMI, UNICEF, Sagicor Life Inc, CIBC FCIB, Caribbean Alliance Insurance

branding in the Caribbean context and is invited to speak at seminars

Inc (BTMI - formerly the Barbados Tourism Authority) the Dubai Stock

Co. Ltd., Lighthouse Resorts and the Dubai Stock Exchange across many

and workshops on the areas of brand strategy and brand identity design.

Exchange, Oqyana – World First (Dubai), Grace Kennedy, J Wray &

regional and international markets. His background in research techniques

He currently lectures part-time on the topics of visual communications,

Nephew Limited, Live Nation, Kraft Foods and Guinness. He has expertly

has allowed him to effectively deliver informative research insights and

branding and creativity at the Barbados Community College and the

conceptualized and delivered management training and empowerment

analyses to inform brand and marketing communications strategies.

Barbados Youth Entrepreneurship Scheme.

programmes to a range of clients to support rebranding and change management initiatives.

Devin studied advertising design & visual communications at the Barbados Community College where he received an Associate Degree in Advertising

Devin has been involved in the marketing and visual communications

Art. He then studied graphic design at the Pratt Institute of Design, New

field for the past 21 years. He possesses a wealth of knowledge and

York, U.S.A. and was also trained in fine art at the Woodstock School


Allison Cadogan

Kye Husbands

Group Chief Creative Officer

Group Chief Innovation Officer



Having worked in the advertising/communications field for the past fourteen years, Allison has received invaluable

In addition to providing support to the G&A web development team, Kye has been working as a Consultant to

training with some of the leading regional advertising agencies. She holds a BA in Visual Communication with

the IDB over the past two years. His primary role has been to implement much needed portfolio performance

Honours from the University of Central England. Her responsibilities include managing the full creative process

improvements, as well as to develop the Information Communications Technology (ICT) strategy and

from concept development to art direction across various media, including traditional media; television, radio,

implement various initiatives to support the project. In this role Kye conducted an assessment (bottom-up) of

print and new media, liaising with the marketing department to assist with the cementing of strategies and

all key government stakeholders and internal stakeholders to thoroughly understand the challenges facing the

directing a talented team of designers and producers in the execution of the final creative product. Allison has

Barbados Country office and the Caribbean. This led to the development of the overall strategy for tackling

led her teams to many successful campaigns and American Advertising Award (ADDY) wins.

the challenges identified. Kye is currently in the process of implementing the Action Plan to address several project execution challenges in the $200M Barbados portfolio. He has also developed and delivered training

Allison is an award-winning novelist (Frank Collymore Literary Endowment Award 2015: 1st Prize and 2013

on project management methodologies and tools to over 100 Project Execution Unit (PEU) team members as

Prime Minister’s Award), who teaches Creative Writing to the BA Visual Communications students at the

part of a capacity building initiative and a number of ICT initiatives and process improvements to streamline

Barbados Community College.

internal business processes and improve communication and collaboration between the IDB and Government PEUs. (i.e. SharePoint Portal, Project Monitoring Information Solution, MapAmericas – online tool for viewing

Allison currently has no favourite colour.

and tracking the results of development projects, etc.)


Marlo Hunte Creative Director PERSONAL STATEMENT: I CRAVE ALL THINGS CREATIVE WHILE CONSTANTLY ON THE RUN. Marlo is a visual communications professional with over fifteen years experience. As Creative Director, she expertly

After graduating from the Barbados Community College with the first of her two undergraduate degrees in fine

develops concepts and messaging in line with client brand positioning and campaign strategies. She provides

art and graphic design, Marlo joined Illustrations Incorporated as a commercial artist specializing in information

direction and critique for the graphic design team for achievement of the client vision. Marlo has been instrumental

graphics and theatrical design. For four and a half years she was involved in designing and producing ‘staged’

in developing brand campaigns and creative content strategies for a number of destination brand clients such

environments for both indoor and outdoor venues for events throughout Barbados and abroad. Prior to her tenure

as Guyana Tourism Authority, Barbados Tourism Marketing Inc, St. Kitts Tourism Authority and the Barbados

with Illustrations Inc. she worked freelance in the areas of graphics and theatrical design. It was subsequent to

Investment & Development Corporation. She also contributed to creative development on international brands such

attaining her second undergraduate degree with honors that she began her tenure with G&A Communications Inc.

as Guinness, Kraft Foods International, the Dubai Stock Exchange and Grace Foods International.

Marlo enjoys photography and is an award-winning photographer (NIFCA 2006-2007). She also enjoys song writing and writing poetry and is a published contributing poet (Inside Out 1992).

Marlo is a hybrid creative professional with a unique ability to combine her visual communications talents with her strong copywriting and concept development skill sets. This provides her with a unique platform to develop compelling content that not only entertains and engages but informs and persuades. She is also an expert illustrator and animator with a high proficiency in Adobe After Effects and other multimedia editing software.


Don Gittens

Jeremy Stephen

Director – Operations & Strategic planning

Group Business Development Director



THE CARIBBEAN REGION. Jeremy’s in-depth knowledge of the Caribbean commercial landscape has made him a tremendous As one of G&A’s key strategists Don possesses a wealth of knowledge with over fifteen (15) years Business

asset not only to G&A’s business expansion across the region, but the market intelligence he provides to

Development, Strategic Planning, International Investment & Trade negotiations, Policy Development, Client

our clients. Jeremy possesses intimate knowledge of key regional jurisdictions having executed projects

Relationship Management and Technology Sales in the ICT and a number of other business sectors.

in a number of Caribbean territories. He was also instrumental in developing G&A’s Guyana business and the client portfolio there. Jeremy provides an anchor to the Group CEO and senior management

Mr. Gittens is a strong proponent of the utilization of ICT for business efficiency and national economic

team in the areas of product export and market penetration strategy.

development. A trained project manager, he has worked on the implementation of the National Export Strategy for Jamaica, Caribbean Investment Forum, Euro Money and many other investment-related

Jeremy is also the current President of the Barbados Economics Society and has extensive experience

projects. He also possesses extensive knowledge of international and regional telecommunications policy

in private equity, and economic consulting in Barbados, the Eastern Caribbean and internationally.

and trade.

His core consulting specialties include internal corporate advisory; management of internal and external financial monitoring systems; financial due diligence; economic analysis; cryptocurrencies;

Don has represented the region and Jamaica as a member of a CARICOM delegation on an ICT Business

fund raising; and web and app development.

Mission to the EU, Member of Jamaican delegation to the Cuban Informatica Conference and a Member of the Jamaican Delegation to Uruguay for the ICT IDB Conference.

He has provided financial consultancy and business advisory services to the Government of Barbados; the Caribbean Development Bank; the Inter-American Development Bank; the Nation Corporation Inc;

He was a member of the National Task Force on ICT development for Vision 2030 Jamaica; a past Member

the Caribbean Media Corporation (CMC);

of the Board of Directors, Central Information Technology Office (CITO) Office of the Prime Minister; and

Corporation (BADMC); May Hinds Consulting; Invest Caribbean Now; Alpha Banco de Inversion; and

Country Coordinator for Jamaica & Project Manager: International World Expo, Expo Zaragoza, Spain 2008.

The Craane Group (Merrill Lynch) amongst others. He is also a lecturer in Banking & Finance at the

the Barbados Agricultural Development and Management

University of the West Indies and is a former Commonwealth Scholar. In addition to leading G&A’s strategic planning and business development Don currently is a member of the Stony Hill Academy Management Advisory Council, HEART TRUST NTA, Committee member and

Jeremy received his MSc. Finance degree with a concentration

Past Committee Chairman of the Information and Communication Technology Advisory Committee of the

Financial Statement

Faculty of Engineering and Computing, University of Technology and a proud member of the Kiwanis Club

the BSc. Economics in 2005 from the University of the West Indies-Cave Hill Campus, with First

of Downtown Kingston.

Class Honours.



Portfolio Management,

and Entrepreneurship from Imperial College London in 2007, and


Key Team Members Francesca Lloyd

Junior K. Clarke

Francesca has over five years of experience in building and sustaining client relationships. She acquired her

Junior has served as a pillar member of the G&A team for 12 years. He earned his Diploma in Graphic Design/

Masters degree from Middlesex University, London, UK in Applied Psychology, and her undergraduate degree

Desktop Publishing from the School of Visual Arts, NY. (1999-2000). Since then, he has used his invaluable

from University of the West Indies, Mona in Psychology. Much of Francesca’s professional experience is in

creative skills in corporate design & desktop publishing to bring to life several client projects. Junior’s dedication

client management, social media management and creative development for a wide cross section of clients and

to his craft has placed him among the best in the region, with over 16 years experience in the advertising

projects. Her background in psychology and love of the creative space, gives her a unique role within our team,

industry. He continues to inspire many of his colleagues here at G&A and further afield.

Group Account Director & Content Specialist

straddling and comfortably merging strategy and creative.

Thaddeus Harris

Art Director

Tracy Gill

Associate Art Director

Group Account Supervisor/ Digital Strategist As an experienced Graphic Designer, Tracy looks at the world through “designer eyes”, seeking inspiration in Thaddeus is a world traveler and adventure lover, who is a certified Inbound Marketing professional from

the colours, textures, forms and spatiality that surround her. And with a healthy respect for deadlines and an

HubSpot. He is the account supervisor/content specialist at G & A Communications Inc. Where leads a team

understanding of the importance of client satisfaction, she ensures that anything she produces exemplifies

of account executives to develop traditional marketing strategies and digital strategies for companies that are

creativity, quality, and attention to detail.

designed to attract visitors, convert leads and close customers. Previously, Thaddeus worked as a director of a digital marketing start up. He graduated with honours from the University of the West Indies Cave Hill Campus

Tracy gained her Bachelor of Fine Arts (Summa Cum Laude) in Graphic Design at Ai Miami International University

with a degree in Management with Marketing.

of Art & Design, Miami, FL., USA in 2006.

Being a Pisces I love the water. I love the sounds and the power of pounding water, whether it is the waves or a waterfall.

Jawade Elibox

Samantha Grierson

Soft spoken and often said to be reserved, Jawade is a young, fresh designer who possesses amazing talent

Group Account Director & Content Specialist

Senior Graphic Designer

and has great potential as he grows in the sector. He has earned his First degree and Associate degree in Visual Arts with credits and a Bachelor of Fine Arts in Graphic Design from the Barbados Community College. He has

Samantha is a recent graduate of the University of the West Indies (Mona Campus) with a First Class Honors

also had his portfolio work featured at the Grand Salle of the Central Bank of Barbados. His style of graphics is

undergraduate degree in International Relations and a minor in Management Studies. She is an enthusiastic and

heavily influenced by his deep appreciation for and interest in fine art.

well-rounded individual whose thirst for knowledge and growth has allowed her many experiences in different fields.

Outside of his art, Jawade is a blues musician who enjoys off-roading.

She has had significant experience in both administrative and research capacities, having worked at a number of institutions where she acquired skills in Human Resource Management, Procurement, Data Entry, Research, Customer Service and Social Media Management.




Audiences connect better to brands infused with personality. Team G&A

Agency Experience


Agency Experience List of Clients past and present: Altman Real Estate (2012 – present)

CGM Insurance Brokers Ltd. (2005 – 2007)

J Wray & Nephew Ltd. (2014 - present)

Antigua & Barbuda Social Security Scheme (2001 – present)

CLICO International General Insurance Ltd. (1999 – 2008)

Kensington Oval Management Inc. (2010 – present)

Antigua National Mortgage & Trust Company (2001 – 2003)

City of Bridgetown Co-operative Credit Union Ltd. (2004 - present)

Lascelles Limited, currently AG-CHEM (2011 – present)

Barbados Conference Services Limited (2010 – present)

Everson R. Elcock & Co. Ltd. (2001 – present)

Lighthouse Resort Inc. (2006 – present)

Barbados Stock Exchange (2005 – 2012)

Elegant Hotels Group (2000 – 2002)

Ministry Of Trade, Industry & Commerce (2007 – present)

Barbados National Terminal Co. Ltd. (2002 – present)

European Union (2001 – present)

Pine Hill Dairy (2010 – 2011)

Barbados Investment & Development Corporation (1999 – present)

Fairmont Hotels & Resorts (2003 – present)

Sagicor (and previously Life Of Barbados) (2001 – 2010)

Barbados Light & Power Co. Ltd. (1999 – present)

FirstCaribbean International Bank Plc (2005 – 2013)

Scotiabank Eastern Caribbean Region (2015 – present)

Barbados Port Inc. (2001 – present)

G4S Security Services (2006 – present)

Shell Western Supply and Trading Limited (2015 – present)

Barbados Tourism Authority, currently Barbados Tourism Marketing Inc.

Goddards Shipping & Tours Inc. (2009 – 2011)

ShopSmart Inc. (1999 – present)

(2001 – present)

Globe Finance (2006 – 2016)

Stokes & Bynoe (2008 – 2011)

Barbados National Insurance Scheme (2002 – present)

Grace Kennedy (2014 - present)

St. Vincent Electric Co. Ltd. (2001 – present)

Barbados National Cultural Foundation (2001 – 2005)

Hanschell Inniss (2012 – present)

St. Vincent Brewery Ltd. (2001 – 2012)

Barbados Water Authority (2007 – present)

Hilton Barbados Resort (2012 – present)

St. Vincent Cooperative Bank (2008 – present)

Caribbean Alliance Insurance Co. Limited (Antigua)

Innotech Services Limited (2001 – 2004)

UNICEF (2010)

Caribbean Development Bank (2004 – present)

Insurance Corporation of Barbados Limited (2012 – 2015)

UNDP (2010)

Caribbean Tourism Organization (1999 – present)

Interactive Events (Dubai) (2007 – present)

West Indies Rum Distillery Limited (2008 – 2011)

CCT Communications (BVI) (2004 – present)

International Insurance Brokers (Jamaica) (2005)

We Know The Region

As brand elevation experts, G&A Communications Inc (a member of the G&A Group) has emerged as the foremost

Our brand development programmes have taken us right across the Caribbean from as far south as Curaçao,

strategic branding consultancy in the region. Testament to this has been our effective engineering and executing

Aruba and Guyana to as far North as Belize and The Bahamas. We know the Caribbean region intimately having

of brand development programmes for some of the region’s most prominent commercial brands including

conducted extensive research in 21 countries for several clients. Among those countries were St. Lucia and

Sagicor Life Inc., CIBC FirstCaribbean International Bank, Grace Kennedy, J. Wray & Nephew Ltd., and Caribbean

St. Vincent where we surveyed a number of market segments directly in relation to financial services brands.

Alliance Insurance Co. Ltd. Now a multi-national brand engagement company with operations in Barbados,

This provided us with the unique opportunity to establish key learnings and market insights in those territories.

Jamaica, Guyana, Toronto, London & Dubai, the G&A Group has supported the brand marketing efforts of major international companies including Live Nation (the largest concert promoter in the world), Guinness, The Dubai Stock Exchange, Oqyana (largest real estate developer in Dubai), Kraft Foods, Scotia Bank, Fairmont Royal Pavilion and Hilton Resort.



G&A Brand Elevation We partner with our clients to decode their brand DNA. To discover that credible narrative that leads to a point of honesty and authenticity. This allows us to formulate a unique brand genome that defines the brand’s true voice and value proposition, all to make the brand distinctive, relevant and captivating. We do it by creating compelling points of engagement across all media from offline to digital. The result? Creating powerful brand adulation that fosters enduring customer relationships.

Discovering your brand’s DNA Discovery & Insights The process begins with empathetic analysis where we put ourselves in the consumer’s shoes to view the brand from the customer vantage point. We unearth brand insights by drilling down via observational and participatory research methods that involve having honest dialogue with end users.

Re-engineering your brand for optimal results Strategy & Positioning We clearly define the market position your brand can own, where it’s most distinctive whilst being relevant and authentic (true to its DNA). Our strategic process allows us to effectively shape perceptions and influence attitudes and behaviours to firmly anchor a solid brand position.


Getting your brand noticed Developing The Creative Platform Decoding the brand DNA and building a sound strategic approach will inform how your brand should look, sound and feel to your key audiences. Ideation can truly happen after establishing consumer empathy and brand reengineering to devise the most effective way to not only inspire but to entertain and engage.

Activating your brand Making your brand experiential Activation is all about bringing ideas to reality and forging emotional connections between your brand and all key stakeholders. This is where user experience comes in and it’s not just about digital or online but we build smart communication tactics for all key brand touch points whether in physical or digital environments. This is where we deploy effective brand communications that are persuasive and motivating to inspire consumers to act.

Conversion & brand loyalty Turning Your Brand Into A Revenue Machine Creating a captivating brand story is only half the battle. We devise communication planning and content strategies that effectively convey your value proposition and shape perceptions to create powerful calls-to-action. This is done via a smart mix of communication channels with the right incentives to convert consumer interest and affinity into revenue and lasting relationships.


Our Approach The Process

KICK© brand elevation

What makes G&A unique is its results driven client service philosophy. It is based on the KICK© principle, an innovative process methodology developed in-house by the G&A creative team. K.I.C.K© is a seven step system that provides tangible and measurable goal oriented results. This is achieved through the use of effective research and data mining, strategy and ideation, creativity, innovative tactics, information technology and a number of metrics tools to track and assess campaign performance.

• Knowledge • Innovation • Creativity • Key Results • •

Step One: Ongoing Knowledge Development And Sector Education (Always Know)

Step Two: Specific Industry Understanding (Developing Sector Expertise)

Phase 1

Step Three: Primary & Secondary Research (Consumer & Marketing Feedback)


Step Four: Critical Analysis (Identifying Consumer/Business Needs)

& Discovery

Step Five: Strategic Development (Inventing Innovative Marketing Techniques)

Step Six: Execution (Developing Winning Creative Work)

Step Seven: Measurement (Ensuring Effective Results)

Phase 2 Design & Execution

Phase 3 Evaluation


change by compelling others to connect and share.

Team G&A



Idea generators and creative thinkers live to influence

G&A Success Stories


ICBL success story G&A ‘Branding from within’ process: A Case Study The Company Insurance Corporation of Barbados Ltd, a former state-owned company, is the leading provider of general insurance and also a provider of individual and group life and health insurance in Barbados. The company transitioned to private sector status in 2000 when BF&M (Bermuda) acquired a majority share. In its over thirty-five years of existence, it has maintained an outstanding record of financial growth and stability. The company is publicly traded on the Barbados Stock Exchange and has consistently been rated A- Excellent for financial strength by international rating agency A.M. Best. As the dominant general insurance player in an intensely competitive local industry, ICBL introduced a life insurance division 7 years ago to challenge other providers in that market. Yet the senior management team were reading signs of imminent decline as the customer base was aging and new customers in key profitable/lower risk areas were not being added as quickly as would have been desired. The life insurance business was also very underdeveloped. The Background • Primary research (surveys and focus groups) conducted by G&A in 2012 confirmed that: Young professionals 22-35 years, whom the company wanted to attract, did not have the company on their radar and if they were aware of it, they considered it an outdated, bureaucratic government entity. • Nearly half of its employees had a negative view of the brand image and advertising. • Many of its customers were unaware that it offered life insurance and referred to a competitor as ‘Top of Mind’ in that line of business. • Brokers referred to it as a ‘Sleeping Giant’ noting its financial strength, but lack of strong service delivery to their segment, often resulting in loss of their business to the company.



The stark reality of these negative perceptions provided the final impetus to reposition the company through a rebranding programme. G&A was commissioned to undertake the process.


What G&A Did Working with the ultimate brand ambassadors ICBL Employees We undertook a ‘branding from within’ approach, working closely with employees, management and the ICBL board to further discover the perceptions of the brand internally and chart the desired brand future. Brand empowerment G&A served only as facilitator to this process as it was critical for the brand future to be developed by those who would live the brand day in and day out. From board members to ancillary staff members participated in G&A-conducted brand awareness seminars. Brand orientation workshops followed to give these critical stakeholders the tools to begin to give input on the desired brand story - the vision, the mission, the core values, the character and personality, articulating the past and the desired future. The G&A team distilled and refined this feedback concentrating on the common themes that eventually emerged, to develop these brand assets and the visual brand identity (logo). We went further, to conduct customer service seminars in conjunction with the human resources and customer services departments, in order to ensure that standards would reflect the new brand. Visual/Sensory tools • A brand values booklet and brand essence video were created to continue to share the values of the company with each employee. • Environmental graphic design was undertaken to make the brand experiential

for employees and customers in the physical spaces in all branches. Internal Launch G&A encouraged an internal launch of the brand prior to any roll out of external advertising. Employees had the first chance to celebrate the beginning of greater achievements as the new ICBL. We collaborated with the client on an official internal launch event and jingle competition including our unveiling of the external advertising campaign that would be rolled out to the public. The Result The ICBL Board, management and staff have all expressed delight with the outcome and more importantly, the feedback from customers, brokers and the public has been extremely positive. Interviews with initial focus group participants from the broker and prospective customer segments within 3 months of the roll out of the new brand gave a strong indication that: · · ·

The brand was more visible The pace of business had changed for the better There was a greater willingness to do business with ICBL

Within subsequent months the company’s flagship fundraiser for charity event attracted twice the number of participants. Employees were referring to the company finally as ICBL (rather than the old ICB) and a visibly higher profile of senior management candidates were attracted to the organisation.




The G&A team was proud to work with the Barbados

The Role of Market Research

Tourism Management Inc. on developing a brand strategy and identity for the Barbados destination brand.

Market research was conducted across all source markets including the UK/Europe, USA, Caribbean & Latin America with

Tireless research and development brought us to a solution that aptly reflects the essence of Barbados: the heritage, people, culture and the story of Barbados as a society. Such features are summarized in a simple visual mark that will inspire market appeal and effectively promote the destination.


the aim of gleaning insights that informed the brand positioning and value proposition strategy. The research methodology comprised of both quantitative research (in the form of systematic surveys) and qualitative research that required the conducting of focus groups and interviews with key industry stakeholders. Both current visitors and potential target visitors to the destination were interviewed.


Symbolizing the Story of the Barbadian people

In an effort to further strengthen the Barbados brand, significant emphasis must be placed on effectively telling the story of Barbados and our people.




The approach taken to strengthen the Barbados brand was to tell the story

The Solution

of Barbados through the spirit of its people. Surveyed visitor respondents commented on their connection with Barbados:

To create an identity that is relevant to key target audiences, consistent and distinctive relative to its competitors. To engineer

“48% of tourists interviewed believed that Barbados provided them with

an identity system that reflects the attributes and values of the

the ultimate Caribbean experience. The catalysts were:

brand such as courage, patriotism, hospitality and warmth.

1) Its culture, people and heritage

The logo was developed in a unique way that incorporates the

2) Its natural environment and scenery

Barbadian sense of style and design aesthetic. After all, “the

3) Its strong brand”*

Bajan people are the brand.” *Source: Research Assessment Report: Barbados Destination

The strategy involved creating brand buy-in and inculcating a sense of pride in the people of Barbados while promoting the destination in a way that truly showcases the culture and the people. This was critical given that the Barbadian people were identified as a key brand expression and integral to the destination product. The symbolism and the story behind the broken trident is a very compelling one. It signaled the severing of colonial ties and a transition to an independent democracy. This demonstrates the strength and

Brand Study, Developed by G&A Communications Inc.

The broken trident is symbolic of the most

The Brand Concept – Brand From Within

significant achievement of Barbados as a society in recent history and must be leveraged as a cultural icon and a key brand expression.

The Brand Identity

character of Barbados as a people. It also makes reference to the colonial past and history with metaphorical ties to the Goddess Britannia who

The culture and people of Barbados were the primary inspiration

was emblazoned on the former colonial badge and flag. What makes the

for the BTMI visual identity. The strength, boldness of character,

Barbados trident unique is its broken form.

patriotism, style, friendliness and warmth were the primary focus of the execution. The logo concept has therefore added a new dimension to the treasured national symbol of the broken trident. It was agreed that the broken trident in its original form should be reserved for use only on the national flag. It should be protected and preserved in that manner.


The Barbados Brand Voice

Brand Implementation

The typographic voice for the Barbados brand is a system of typefaces carefully selected by the

The new Barbados destination brand has been successfully rolled out throughout all source

G&A team. The series of font families was selected on the basis of their ability to serve all brand

markets. A comprehensive brand manual was developed which delineates the brand guidelines

communications in a way that is complementary to the brand identity; balancing the strength of

and standards across all key media channels including, traditional broadcast and print, out of

the brand communications with the approachable tone of the supporting typography.

home (OOH) and digital (mobile, web, e-commerce). The destination logo has been registered/ copyrighted, trademarked and legally protected to become the most valuable piece of stand alone intellectual property for Barbados. This will create immense prospects for merchandising and licensing opportunities.



Nand Persaud & Co. Ltd. Nand Persaud & Co. Ltd (NPCL) started with a rice milling company and auto spare parts company in 1992 in Berbice Guyana. Over the years the company has grown to encompass several companies across many sectors: manufacturing & agro-processing, transportation (trucking), auto sales, and telemarketing and communications. In Guyana, NPCL is well known for the Karibee and Crown rice brands but they are also known as a strong company overall. Along with its aggressive expansion over the last two decades, it is also counted as one of Guyana’s major exporters - Karibee rice is exported in the Caribbean region, the US and some parts of Europe. Growth into foreign markets and forward and backward integration are hallmarks of the NPCL business strategy. It is in keeping with this strategy that the management has recognised a need to properly position the corporate brand for further new market penetration. Attention to brands and branding was previously dealt with at the product level of individual brands. Yet even there the NPCL team recognised the need for improvement. Impressed by the work G&A was doing to elevate some of its individual brands, the NPCL team commissioned us to develop the corporate brand in 2016 as well. We started with an in depth consultation with the management team to understand the needs and goals for the brand future. We supplemented this with benchmarking across the relevant industries in the regional and international arena, especially in the new target markets for NPCL. Our timeline was short, but this background was necessary to create a foundation for creative development. Next we conducted on-site brand management training for management and staff at the Berbice compound, covering all brand attributes - mission, vision, values, character and personality. Both the importance of these attributes and what the NPCL team desired these to be for the future were addressed. Our strategy team came away with an overall clearer understanding of the needs and positioning for the corporate brand. Our creative team was briefed on the design and positioning strategy and set about creating both a visual brand identity and brand attributes for the future. Today, just a few months later the NPCL team is busily preparing for the launch of new brands and for new market entry in the next financial year. They have indicated greater confidence to do so now that the corporate brand and individual brands have a clear directive.


Grace Foods International Limited Tropical Rhythms – Taking a Caribbean Ethnic Brand Mainstream Background Grace Foods International Limited commissioned G&A to rebrand and reposition its flagship brand Tropical Rhythms. The brand and its line of flavoured juice drinks have traditionally done well amongst key Caribbean and diasporic markets but given the immense worth of the global drink market, Grace set its sights on further market expansion to capitalize on this lucrative market. This meant engineering the brand to appeal to a wider cross section of consumer markets of varying nationalities and cultural ethnicities. To do this our process began with analyzing data from extensive market research and product testing within the key foreign markets of Canada, USA and UK/Europe. We then embarked on a strategic branding exercise that established the brand’s distinctive features and attributes and adapted them to ensure their relevance to the main target segments. The Solution The brand identity design was influenced by the expectations of the market and consumer target profiles as articulated via the research assessment. Our analysis pointed us to a set of USPs and differentiating factors that would strengthen the positioning of the brand whilst delivering the necessary appeal amongst key market segments. The brand identity design inclusive of colour palette and typographical treatment helped to shape a new impression in the consumer’s mind. Their perception of the brand began to change, as it is now viewed similarly to Tropicana, Minute Maid, Ocean Spray, Dole or any of the other top international juice brands. A comprehensive brand identity system and standards manual was developed along with the successful roll out of new packaging and campaign materials across all major markets.



St. Vincent Cooperative Bank Ltd. The St. Vincent Cooperative Bank Ltd. (SVCB) has been a financial service provider committed to the advancement of citizens from all strata of the Vincentian society. Affectionately known as the Penny Bank, SVCB has always paid special attention to the needs of the lower income earner. However, while the goal of the bank is the betterment of this segment, they have a renewed vision for the other market segments. The bank therefore partnered with G&A Communications Inc. to assist them in shaping and molding their new image and market positioning. G&A embarked on an extensive market research exercise to inform the design process. G&A conducted an island wide consumer survey whist focusing on existing customers with a customer satisfaction survey. The G&A team worked with a group of local (Vincentian) field agents to interview respondents and collect data. The data entry, analysis and generation of the final report was executed by the G&A in-house project team in Barbados. The research findings informed the way forward and the G&A creative department then created a new visual brand identity and slogan that strongly reflected the heritage of the bank whilst speaking to vision and the future of the organization. A brand manual and a full marketing communications campaign supported the new brand identity. Later, evaluative research was conducted once the new brand image was established and fortified marketing efforts took hold. This was done to assess the level of brand awareness, and the effectiveness of the campaigns and mediums used among existing and potential customer segments. In both segments, the new brand image made a great impression and the findings also helped to direct where advertising dollars would be best spent in terms of selection of media. Overall, the bank has continued to express its satisfaction with the tremendous growth since the implementation of the brand development programme. G&A must be credited for the successful rebranding of St. Vincent Cooperative Bank Ltd, resulting in improved Customer service, brand recognition, more visibility for our organisation thus attracting more clients. The Bank has also significantly increased its profitability since rebranding.� Laverne Velox, Bank Manager St. Vincent Cooperative Bank


Caribbean Development Bank The Caribbean Development Bank commissioned G&A to provide support in the areas of corporate communications, brand development and corporate advertising. In 2006 G&A initiated the development of a comprehensive rebranding programme to assist CDB in refocusing and raising the profile of its brand. This process began with extensive research and assessment and included a full communications audit. The result was the development of a brand strategy and brand redevelopment programme. G&A also designed and developed a brand identity standards manual and guidelines document to assist with the repositioning of the bank. The manual addressed every aspect of the CDB’s image and corporate expressions, focusing on all communications channels from signage and environmental graphic design to uniforms. These tools were also used as part of a staff sensitization and orientation exercise which G&A later conducted. The exercise involved training in the areas of brand management and corporate culture and was done by conducting a number of workshops and seminars with senior management and general staff. G&A has also been very involved in the development of CDB’s P.R. collateral such as annual reports, corporate brochures, newsletters, corporate advertising and website development.


Sagicor Life Inc. G&A has developed extensive marketing communications for this highly successful indigenous Caribbean company. Sagicor has maintained a very high international standard of for its brand communications and G&A has assisted in shaping and upholding these standards. Sagicor commissioned G&A to conduct market research in all of its markets across the Caribbean region in an effort to determine the way forward. A project team was established and G&A team leaders travelled to several territories to manage resources on the ground. The various teams executed both qualitative and quantitative research conducting focus groups and consumer surveys. Areas such as brand recognition, brand recall, brand perception and the public’s familiarity with the service offering were all assessed. The market research subsiquently informed the development of a new brand strategy and major regional campaign by G&A’s brand team. The thematic “What do you see?” was devised for the campaign. The research was also critical in the design of the media strategy with the adaptation of tactics and media channels dependent on the cultural nuances from country to country. The campaign development included the production of two high-end television commercials, which were both shot on 35mm film. G&A was responsible for the concept development, scripting, storyboarding, casting/auditioning of talent, film production and editing. The ads were shot on location in Atlanta, Georgia, USA and featured children of various ethnicities to reflect the diversity of the Caribbean. The “What do you see?” campaign proved to be one of Sagicor’s most successful campaigns, especially in markets such as Curaçao and Aruba where G&A adapted the messaging in the local creole language of Papiamento.


The Bank Of Nova Scotia Scotiabank, Eastern Caribbean Region, had amassed hundreds of thousands of social media followers and friends throughout its fourteen (14) territories. The only challenge was, keeping them engaged. While individual campaigns produced the desired results for the bottom line, the conversations, enthusiasm and interaction were missing from the social media channels. Scotiabank (ECR) felt disconnected from its audience and wanted to change that. G&A was commissioned specifically for its attention to creativity. The mission was to trial an engagement strategy for a mortgage campaign offer across several territories. The aim was engagement - likes, comments, hits, shares, replies, retweets, favoriting etc. The G&A team dug into the real issues where home ownership and a desire for home ownership are concerned. We determined that a light-hearted and slightly provocative approach would be ideal for the messaging, while imagery would connect to the pain points of various ‘ideal’ homeowner prospects. The resulting creative comprised imaginative scenarios around unexpected images that would encourage people to laugh, shake their heads, or in other ways connect with the characters who all had one thing in common: They really needed their own home.


FirstCaribbean International Bank FirstCaribbean was a major Caribbean bank offering a full range of market-leading financial services, in Corporate, Retail, International Wealth Management and Capital Markets banking throughout its seamless 17-country network.

the images will consistently communicate and what the written words would always reiterate. • The look and feel of all advertising material, collateral, premiums, branded items and stationery • Style and tone of copy

FirstCaribbean International Bank partnered with G&A Communications Inc. to embark on a set of brand guidelines documents that would firmly establish the brand personality and the visual manifestation of the brand.

G&A Methodology

G&A worked closely with FirstCaribbean to understand the bank’s public image, any weaknesses peculiar to their organization and the general weaknesses of the regional financial services industry that contribute negatively to consumer perceptions. The Brand Identity Guidelines Document extensively outlined: • The use and application of the logo • The standard variations of the logo • Treatments of the logo that would compromise the visual identity of the brand and the brand as a whole • Corporate/brand colours • The advertising philosophy of every segment e.g. corporate, premier banking, retail, international wealth management etc. The advertising philosophy carefully detailed the profile of the market demographic, their general attitudes, their attitudes to the specific offering and offerings of that nature, their lifestyles, their challenges, where do we find them and how do we approach them - what messages are they receptive to. The philosophy determined what

As we understand that the logo and the other graphic elements are only a symbol of the brand attributes, we therefore conducted workshops to gain key insights into client objectives and the consumer profile and needs. Innovative ideas were then generated on how to best capture consumer interest. The knowledge gleaned was translated and developed to form brand identity guidelines. This document served as a guide to any regional supplier who provided FirstCaribbean International Bank with any form of promotional material. In this way FirstCaribbean communicated in every medium one message, “Your Helpful Partner”. The revamping of this Brand Identity Guidelines Document influenced the way that all the regional agencies approached the advertising and promotional material. The result was more customers for a happier FirstCaribbean.


CIBC FirstCaribbean International Bank We won ADDYS (1 silver and 1 gold) for their Bank at School viral campaign, as well as 2 Best of Show Awards for the Red balloon Campaign which rebranded the bank CIBC FirstCaribbean International Bank.


Barbados Stock Exchange Inc. G&A Communications Inc. is marketing partner to the Barbados Stock Exchange Inc (BSE). In 2009 G&A developed a new brand identity and brand identity manual for the BSE as part of a major rebranding exercise. The programme was entirely managed by G&A Communications Inc and consisted of the development of a new brand strategy, marketing communications plan and an extensive environmental graphic design project for their new corporate headquarters. The project was initiated with garnering internal insights into the brand and the desired market positioning. This was critical to ensure that the vision of the Board of Directors, senior management & staff informed the design process. An extensive brand identity system was then conceptualized based on the theme “Building A Better Market”. The system consisted of a logo and a comprehensive brand guidelines document that addressed both the tangible and intangible aspects of the brand. It also encompassed all aspects of BSE’s corporate communications including stationery, marketing communications, interior & exterior office design, ecommunications, power point presentations and web communications. ENvIRONMENTAL GRAPHIC DESIGN (INTERIOR & ExTERIOR)


The Barbados Light & Power Co. Ltd. (BL&P) 100th Anniversary Celebrations In 2011 BL&P celebrated the milestone of 100 years in existence. Two years prior, G&A had presented the company with a yearlong public relations programme detailing how this achievement could be enjoyed with customers, staff, partners, affiliates and the wider Barbadian public. The aim was to use the occasion to position the company as a legacy brand that continued to exist because of the Barbadian people, yet a brand that has always represented progress. The 100th anniversary programme included the development of a 100th anniversary brand identity (logo) and campaign materials, production of a documentary video and a coffee table book charting the company’s first 100 years of existence, as well as special events and activities for staff and the public that would take the celebrations through a full year. G&A prepared the

The book is the winner of 2 Gold ADDY Awards

guidelines for branding from uniforms to company vehicles to advertising and collateral for the year, along with developing the graphic design for these. The distinctive and impeccably designed 100th anniversary commemorative book became a star of the year, imbuing employees past and present with pride, becoming a sought after publication by many and eventually being acknowledged for its impeccable design and attention to detail by the American Advertising Federation Addy Awards. G&A was awarded a gold Addy for the piece.


Shell Western Supply & Trading In 2015 G&A Communications Inc was commissioned by Shell Western Supply and Trading Ltd to develop

Concept and Execution

a new office interior design. The aim of the exercise was to strengthen the Shell brand internally amongst

Energy Technology & The Future

employees by taking an experiential approach to inculcating the brand culture and personality.

The concept focused on the future of Shell. Utilizing sleek, modern images the graphics projected the future of energy/fuel and technology. This imagery was combined with inspirational quotes

Our Solution

to create motivational and visually impactful focal points throughout the office. Each area of the

The aim was to create an overall ambiance of inspiration, professionalism,

office was identified by name, in this case; different components of a well-oiled machine. The

motivation, and functionality that builds teamwork and individual morale.

quotes featured spoke to individual improvement, team building, positive outlook and creativity

We achieved this by creating free-flowing, uncluttered spaces

and were situated to correspond to the area name and/or functionality either directly or indirectly.

with small pops of colour; namely the Shell corporate yellow. We also utilized The Result

inspiring quotes with imagery throughout.

The project was completed well within schedule and budget and we have received nothing but Space Planning

positive feedback from the management and staff of Shell Western. The new office environment

The plan catered to the daily requirements and functions of the staff to ensure overall functionality and

has had a significant positive impact on staff morale, influencing the desired brand culture

comfort. Some of the new features to note were: a branded entrance; the creation of a staff lounge

throughout the organization.

and library; the staff recreational room; a much needed storage room; assembly space; and a practical kitchenette for food preparation, storage and a lunch bar to facilitate catering and comfortable eating for staff members.













Male Washroom

Female Washroom

Floor plan. STORAGE


A/C Room

Comp. Stor.

A/C Room

Electrical Room

Computer Room Huddle Room






Furniture Plan

Scale: 3/16" = 1'-0"

Poster and wall graphics


Visuals of design concepts for furniture styles and colour combinations for lounge areas.

Entrance wall graphic.


Barbados Water Authority G&A Communications Inc was awarded a contract to develop a new corporate image and brand identity concept for the Barbados Water Authority (BWA). The process began with a communications audit and research. The methodology entailed management and staff interviews and general surveys to establish the desired essence of the brand and what ideally needed to be reflected in the brand. The strategic process encompassed brand development training for all staff to ensure that a sense of ownership and empowerment was adopted. This allowed for the formulation and synthesis of a brand strategy based on the input from key organizational stakeholders (board, senior management & staff). This resulted in establishing the key brand assets such as the mission, vision, core values, character, personality, organizational culture, brand promise and positioning. The tangible brand or visual identity concept was later informed by key staff insights and predicated on the basis of the aforementioned brand attributes. The result was a brand that resonated with all stakeholder audiences. A brand identity manual was also developed in support of the corporate identity to ensure consistent use and application of the brand. The brand manual featured sections that included the logo & basic elements, stationery, advertising, signage, livery, corporate communications, electronic communications, uniforms and co-branding.




“G&A must be credited for the successful rebranding of St. Vincent Cooperative Bank Ltd, resulting in improved Customer service, brand recognition, more visibility for our organisation thus attracting more clients. The Bank has also significantly increased its profitability since rebranding.”

“Just a brief note to express our sincere gratitude to the Creative Team for the excellent work and commitment to the timely delivery of the Real Life and Think Beyond the Present Campaigns.We are getting nothing but positive feedback on the ‘fresh’ look and sound of our radio and press ads.Commendations have also come from our GMs for Home Finance and Consumer Finance.Thank you once again!”

Laverne Velox Bank Manager St. Vincent Cooperative Bank Ltd St. Vincent and the Grenadines Tel: 784-456-1894 Email: GLOBE FINANCE INC - PAST CLIENT SERVICE: BRANDING AND MARKETING YEARS OF SERVICE: 2009 - 2015 KPI: INCREASED SALES PERFORMANCE AWARDS: CAF ADDY AWARDS “Globe Finance Inc. entered into a contractual arrangement with G & A Communications Inc. for the provision of advertising services inclusive of the redevelopment of our corporate brand identity.To date we are extremely pleased with the high level of expertise offered by the company in the areas of rebranding of our corporate image, the development of our marketing strategy and the innovative thinking displayed by the company’s executives and development team.” Ron Davis General Manager GLOBE FINANCE INC. Hastings Main Road, Ch. Ch, Barbados Tel: 246 426-4755 Email:

Donna Pollard Marketing Manager - Retail Marketing and Communications Department CIBC First Caribbean International Bank Tel: 246-367-2300 Email: APLOMB360- CURRENT CLIENT SERVICE: BRANDING AND MARKETING YEARS OF SERVICE: 2015- PRESENT KPI: INCREASED SALES PERFORMANCE “I have had the honour of working with G&A Communications Inc during my tenure with the Barbados Tourism Authority (BTA), as Senior Vice President and since my retirement from the BTA and founding my own Reputation Management Consultancy, Aplomb360, in May 2014. As Senior Vice President for the BTA, I played an integral part in the selection process and the hiring of the agency for the Caribbean market for Barbados in 2011. During the years that G&A Communications Inc. worked under my leadership at the BTA, the agency successfully developed and implemented creative branding solutions and research projects to determine the accurate brand positioning for Barbados as a tourism destination. The results of which were witnessed in the delivery of a sound brand positioning study from the perspective of visitors as

well as locals, and a creative advertising campaign in support of the research. This resulted in, regional and international advertising destination campaigns, the development of the Barbados Official Travel Guide and a local awareness campaign for the National Host Programme. The hallmark of this agency is one of solid creative development and research capability and their understanding of the relevant complexities and nuances influencing output is undeniable. Since forming my own consultancy, Aplomb360, I have successfully collaborated on projects with G&A for the St Kitts Ministry of Tourism, the Barbados Hotel and Tourism Association and the Fairmont Royal Pavilion resort.” Averil Byer Former Senior Vice President, Barbados Tourism Authority/ President and CEO Amplomb360 Mobile: 246-266-3641 Office: 246-421-9035 Magicjack: 786-467-0589 Skype: averilbyer CARIBBEAN DEVELOPMENT BANK PAST CLIENT SERVICE: RESEARCH & BRAND DEVELOPMENT YEARS OF SERVICE: 2007 – 2009 KPI: INCREASED STAFF MORALE & PR PROFILE “G&A’s rebranding programme made a big difference for both our internal and external communications. There was buy-in from all corners, from our senior management team to general staff. There was a noticeable increase in the bank’s PR profile and brand image amongst key stakeholders.” Sharon M. Marshall, Ph.D. Former Information Officer – Caribbean Development Bank Public Relations Executive at Cayman Islands Monetary Authority

BARBADOS TOURISM MARKETING INC CURRENT CLIENT SERVICE: BRAND DEVELOPMENT & RESEARCH YEARS OF SERVICE: 2011 - PRESENT KPI: INCREASED TOURIST ARRIVALS AND ECONOMIC IMPACT AWARDS: CAF GOLD ADDY AWARD “G&A’s brand development process was very professional, very creative and very thorough. They provided tremendous value in relation to guiding the organization and the destination through the rebranding exercise. To date the programme has been highly successful and has brought major benefits to our tourism marketing efforts.” Nicholas Brancker Deputy Chairman Barbados Tourism Marketing Inc Tel: 246-437-4603 Mobile: 246-233-8580 Email: ICBL - PAST CLIENT SERVICE: BRAND DEVELOPMENT & RESEARCH YEARS OF SERVICE: 2013 - 2015 KPI: INCREASED SALES PERFORMANCE AND EFFECTIVE BRAND REPOSITIONING “G&A’s brand development expertise and the creative approach taken by their creative team has been invaluable”. Wanda L C Mayers Former Vice President Marketing and Product Development ICBL Head Office: Roebuck Street St. Michael Tel: (246) 434-6000

G & A Communications Inc Credentials