HM Government of Gibraltar



Heavy lifting, light touch.


Soft Power is pretty much the most important concept in the world right now. It is the ability to “sway” people without the use or threat of force – to influence governments through diplomacy, shared interests or economic favours, with popular culture, ideas and lifestyles.

A nation’s brand, therefore, is an asset that represents the associations that influence how it is perceived around the world. So ,when HM Government of Gibraltar asked us to redesign theirs, we gladly accepted the challenge.

Re-energising and galvanising the population, we created a single, consistent brand with traditional values. Working across 52 different Ministries, Departments and Agencies, we delivered an identity that made this small country rock solid, and even got the government re-elected – all while saving money and increasing tourism.








© Mavis 2019