Into the Blue created the full creative campaign for Gill's new season collection — From first light to last light — delivering a suite of print and digital assets that brought the brand's new range to life across Gill's own channels, trade partners, and point-of-sale environments worldwide.
The Challenge
Gill needed a campaign that could do several things at once: launch a new collection with genuine creative impact, stay firmly within established brand guidelines, showcase product across a wide variety of contexts, and work seamlessly across a diverse asset mix — from Gill's own website and social channels to trade partner materials and in-store POS graphics. The creative had to feel cohesive whether it appeared as a full-page print ad, a social post, a trade brochure, or a retail display — and it had to be customer-friendly enough to drive purchase intent at every touchpoint.
Our Approach
Into the Blue took inspiration from the core campaign message "From first light to last light" and developed a creative platform built around the idea that Gill gear performs from the earliest morning sail to the last light of the day. The campaign name and visual language gave the collection a clear, evocative identity that translated naturally across every format. We created a comprehensive asset suite spanning digital and print: hero imagery and campaign graphics for Gill's website and social channels, trade partner materials, and a full range of POS graphics for retail environments. Every asset was designed to stay true to Gill's brand guidelines while giving the new collection a distinct, campaign-level identity of its own.
Designed to Work Everywhere
One of the core challenges of the brief was ensuring the creative worked across radically different formats and contexts — from a full-bleed hero on Gill's homepage to a compact POS display in a sailing retailer. Into the Blue built the campaign around a flexible visual system: a consistent colour palette, typographic approach, and photographic style that could be adapted to any format without losing its impact. The result was a campaign that felt unified and premium whether it appeared on a phone screen or a shop floor.
Trade Partner and POS Delivery
Beyond Gill's own channels, the campaign needed to perform in the hands of trade partners — retailers and distributors who would use the assets in their own environments. Into the Blue produced a full suite of trade-ready materials, including co-brandable templates, product-focused print collateral, and POS graphics designed for retail display. Each piece was built to showcase the collection's key products clearly and compellingly, giving trade partners the tools to sell the range with confidence.
On-Brand, On-Brief, On Time
Working within Gill's established brand guidelines, Into the Blue delivered a campaign that felt fresh and campaign-specific without straying from the brand's core identity. The "From first light to last light" concept gave the collection a narrative thread that ran through every asset — connecting the product to the moments and conditions it was built for, and giving customers a reason to engage beyond the product itself.
Results
- Full suiteof print and digital assets delivered across all channels
- Multi-formatcreative system — website, social, trade and POS
- On-brandcampaign identity within Gill's established guidelines
- Trade-readymaterials produced for retail partners and distributors
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Selected Work
