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    Clients & Work

    Clients named in the Stratcom files

    Work from Stratcom Branding (est. 1996, Johannesburg). The 102 names below are every client folder in the Stratcom account files, with the strongest public proof linked where there is one, plus Stratcom work Gail posted on the Macleodglba Facebook page (the old Stratcom page), linked as the source. Where a client has no stronger proof, the proof line is simply Stratcom account files. Years appear only where a file dates the work.

    Selected work

    Filter the work

    Showing 11 of 11 cases

    • Featured global case

      McCain: Architecture Realignment

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      McCain Crispy Oven Chips with Skin On 750g pack, Peri-Peri Flavour, from the McCain South Africa range, on a deep oxblood field.

      McCain Crispy Oven Chips with Skin On 750g, Peri-Peri Flavour.

      Select a numbered pointer on the image to see what it shows.

      McCain · Food & Beverage

      Packaging investigation and portfolio brand architecture, South Africa.

      Case : McCain

      One page takes McCain South Africa from a single family purpose, Growing Thriving Families, down through category, occasion, preparation level and variant to individual SKUs, and reads from volume to value. It followed a Stratcom packaging investigation (Phase 4 is a visual audit).

    • Three red and white poster concepts from Stratcom's Coca-Cola Design Sprint presentation on a near-black field: the line We would love to be your new global partner on visual identity systems, a white ribbon curling around a heart, and a contour bottle silhouette tied with a ribbon.

      Coca-Cola Design Sprint

      A poster Design Sprint for Coca-Cola Global Design, on visual identity systems.

      Case : Coca-Cola Design Sprint

      Coca-Cola Global Design invited agencies to design a poster as a way to find new global design partners on visual identity systems. Stratcom replied with a 14-page poster concept presentation. The files hold the invitation and the presentation; they do not show the outcome.

    • Nando's Peri-Peri sauce bottles in Hot, Medium and Lemon & Herb, 125ml, from Stratcom's bottle and label work, on a near-black field.

      Nando's

      Pack Price Architecture and the iconic Peri-Peri bottle, built with McCormick's production.

      Case : Nando's

      A Pack Price Architecture project that upgraded the Peri-Peri bottle at the same time, developed with McCormick's, who produced for Nando's. In his letter of recommendation, John Paidoussi, CEO of Nandos Grocery International, writes that Stratcom produced the iconic bottle shapes and design architecture "over an 18 month gestation period".

    • A row of six PPC masterbrand bags in purple, green, red, black, yellow and white colourways, each carrying the PPC shield badge.

      PPC

      Corporate identity as architecture: one PPC masterbrand, leading in every market.

      Case : PPC

      Gail is a creative thinker who is unafraid to push the often imposed boundaries to get the client to think about approaching their target audience in a new way.

      Sibongile MookoPPC client. Senior Marketing Executive | Commercial Growth & Transformation Leader | Consumer, Brand & Insights Strategy | Multi-Market African Leadership | Coach, Speaker & MentorSee it on LinkedIn (opens in a new tab)

      Corporate identity treated as architecture. The PPC files hold the sequence: a fragmented portfolio, the models of brand architecture, a monolithic branded-house answer with PPC leading, a SURE naming prefix, a three-tier navigation system, Francophone naming, and a shield badge proposed to replace the round quality-stamp seal.

    • The Vamara bull mark in graphite on a concrete wall between red, pink and yellow panels, with the line At Vamara we break new ground.

      ETG World (Vamara)

      Built the entire identity for a new FMCG group, across countries.

      Case : ETG World (Vamara)

      The unusual part is the scope. Vamara is a new FMCG group from ETG World, and Stratcom's files hold the whole identity for it, built as one architecture: the name, the bull and its brand story, the purpose and values, a lock-up for each of 13 markets, a colour system that codes market maturity, ten category lock-ups, the touchpoints, a brand film and the launch brochure.

    • Bioplus before and after: on the left the earlier pink pack, bottle, can and sachet with a pink arrow; on the right the new red and silver syrup carton, amber bottle, bionic berry can and sachet.

      Adcock Ingram (Bioplus)

      One mother brand, three ranges, migrated in steps.

      Case : Adcock Ingram (Bioplus)

      The unusual part is the migration. Bioplus began as a pharmacy-only energy tonic, and the brief was to move it from medicinal to fast-moving without losing the arrow, the red and the logo. Stratcom built one mother-brand architecture, Core, Health and Play, and walked the old look to the new in staged steps, tested on shelf simulations.

    • The Panado range on a blue sky: effervescent tablets, capsules, a 24 tablet pack and infant drops with the lion mascot.

      Adcock Ingram (Panado)

      Range architecture, logo, kids and tub for a trusted brand.

      Case : Adcock Ingram (Panado)

      The brief was to keep the equity of a household name and still modernise and premiumise it. The files show the answer as a system: a pain-state architecture explored for the range, a stronger logo and colour, a metallic shine, clearer format navigation, a lion-led kids range and a rethought tablet tub.

    • Three glass bottle concept renders side by side: a clear water bottle with vertical bands around a waisted body, a teal glass bottle with a spiral-twisted neck seen from above, and a tall clear water bottle with a scaled shoulder and a patterned base.

      Innovation in glass with Consol

      New craft beer and water bottle concepts in glass, from an investigation and an innovation workshop.

      Case : Innovation in glass with Consol

      Stratcom worked with Consol, a glass packaging manufacturer, from an investigation and a full-day innovation workshop through to new bottle concepts in glass, a craft beer bottle and a grip-friendly water bottle. Each option was reviewed for how it would be made, and the files hold the work summary, the workshop and option feedback files, and the renders.

    Recommendations on LinkedIn

    I have worked with Gail and her Stratcom team for many years on branding and packaging projects. I have been very impressed with her wealth of experience and her ability to consider and balance the strategic issues, creative concepts and practical considerations. Gail is a creative thinker who is unafraid to push the often imposed boundaries to get the client to think about approaching their target audience in a new way.

    Sibongile MookoPPC client. Senior Marketing Executive | Commercial Growth & Transformation Leader | Consumer, Brand & Insights Strategy | Multi-Market African Leadership | Coach, Speaker & MentorSource: LinkedIn recommendationSee it on LinkedIn (opens in a new tab)

    Gail Macleod and her Team are Titans in the world of Strategic Brand Positioning and Communication.

    Therese KallieCMO, Nestlé. LinkedIn headline: Executive Business Advisor; Transformation Coach and ConsultantSource: LinkedIn recommendation (opening line as shown)See it on LinkedIn (opens in a new tab)

    There are strategists and creatives and then there are a uniquely strategic creative visionaries like Gail MacLeod.

    Having worked on several projects with Gail at both Nandos and L’ORÉAL - I have found her to be exceptional at interpreting consumer insights into market related strategies that are globally relevant and effective.

    Teresa Pestana MordohClient at Nando's, L’Oréal and RevlonSource: LinkedIn recommendation (opening lines as shown)See it on LinkedIn (opens in a new tab)

    I studied graphic design and advertising with Gail in the 90s. Curiosity and determination drove her then.

    Thirty years on, she meets every new technology the same way.

    I worked for her on various projects at Stratcom in Johannesburg, and we crossed paths again on several Tiger Brands projects when I was at FCB Africa…

    Greg CameronExecutive Creative Director. Strategic Storyteller.Source: LinkedIn recommendation (opening lines as shown)See it on LinkedIn (opens in a new tab)

    More work

    All 102 clients

    Food & Beverage 44

    • McCain

      Packaging investigation and portfolio brand architecture for McCain Foods South Africa. Stratcom job #100724.

      McCain case

    • Coca-Cola

      Design Sprint poster concepts for Coca-Cola Global Design. A Stratcom pitch response; the files do not show the outcome.

      Coca-Cola Design Sprint case

    • Nando's

      Pack Price Architecture and an upgraded iconic Peri-Peri bottle, developed with McCormick's production.

      Nando's Pack Price Architecture case

    • Danone

      Stratcom worked with Danone across a long-running account. Ultra Mel was the main account.

      Danone case

    • Parmalat

      Steri Stumpie: a structural HDPE bottle range (200 ml to 1 litre) developed with Parmalat in the iconic shape.

      Steri Stumpie case

    • Distell (Heineken portfolio)

      Nederburg architecture brief, cider packaging with GLBA and Savanna packaging.

      Distell case study

    • Kraft Foods / Mondelez

      Dentyne Strips wallet pack and carton design.

      Dentyne on the Macleodglba Facebook page (opens in a new tab)

    • Nestlé

      Africa corporate identity and a local portfolio presentation, with Nestlé Australia credentials. Therese Kallie, CMO, Nestlé, on LinkedIn: "Gail Macleod and her Team are Titans in the world of Strategic Brand Positioning and Communication."

      Nestlé case studyTherese Kallie's recommendation

    • AVI

      Named by GLBA partner Depot WPF as one of Stratcom's key customers.

      Depot WPF (GLBA Moscow) (opens in a new tab)

    • Clover

      Named by GLBA partner Depot WPF as one of Stratcom's key customers.

      Depot WPF (GLBA Moscow) (opens in a new tab)

    • Tiger Brands

      Elizabeth Anne's to Purity brand and packaging architecture. Also All Gold, Jungle Oats and School of Magic.

      Elizabeth Anne's to Purity case

    • South African Breweries (SAB)

      Castle Lite innovation and an SAB innovation programme.

      SAB case study

    • ETG World (Vamara)

      Built the entire identity for a new FMCG group, across countries: one bull mark, 13 market lock-ups and the touchpoints.

      Vamara architecture case

    • PepsiCo

      GLBA presentation.

      PepsiCo on Clients & Work

    • Namibia Breweries (NBL)

      Credentials pitch.

      NBL on Clients & Work

    • AB InBev

      Stratcom account files

    • Bounty Brands

      Stratcom account files

    • Crown Foods International

      Stratcom account files

    • Dairybell

      Stratcom account files

    • Debonairs

      Stratcom account files

    • Dr. Oetker

      Stratcom account files

    • Econo Foods

      Stratcom account files

    • Epic Foods

      Stratcom account files

    • FanMilk

      Stratcom account files

    • Ferrero

      Stratcom account files

    • General Mills

      Stratcom account files

    • Halewood

      Stratcom account files

    • Heineken

      Stratcom account files

    • Kellogg

      Stratcom account files

    • King Pie

      Stratcom account files

    • Lubbly

      Stratcom account files

    • Lucky Star

      Stratcom account files

    • Mr. Sauce

      Stratcom account files

    • National Foods

      Stratcom account files

    • Peppadew

      Stratcom account files

    • Pioneer

      Stratcom account files

    • Premier

      Stratcom account files

    • RCL

      Stratcom account files

    • Sharpeville Breweries

      Stratcom account files

    • Sir Fruit

      Stratcom account files

    • Taste Holdings

      Stratcom account files

    • Vida e Cafe

      Stratcom account files

    • Wilmar

      Stratcom account files

    • YUM

      Stratcom account files

    Health & Beauty 13

    • Bayer Healthcare

      Work across the entire brand portfolio, including Berocca packaging.

      Bayer Healthcare on Clients & Work

    • Ascendis Health

      Brand architecture and identity for the Evox and Nimue brands.

    • Adcock Ingram

      The Bioplus mother-brand architecture, migrated from medicinal to energy, and a Panado upgrade that kept the equity.

      Bioplus casePanado case

    • Novartis

      Pharmaceutical packaging and a Stratcom pamphlet.

      Novartis on Clients & Work

    • Guerbet

      Credentials.

      Guerbet on Clients & Work

    • L'Oréal

      Worked on with Teresa Pestana Mordoh, client at Nando's, L'Oréal and Revlon. In her LinkedIn recommendation: "There are strategists and creatives and then there are a uniquely strategic creative visionaries like Gail MacLeod."

      Teresa Pestana Mordoh's recommendation

    • Revlon

      Stratcom account files. Also worked on with Teresa Pestana Mordoh, client at Nando's, L'Oréal and Revlon, who recommended Gail on LinkedIn.

      Teresa Pestana Mordoh's recommendation

    • Aspen

      Stratcom account files

    • Dermalogica

      Stratcom account files

    • Imbalie Beauty

      Stratcom account files

    • Indigo Cosmetics

      Stratcom account files

    • MXM Nutrition

      Stratcom account files

    • USN

      Stratcom account files

    Corporate & Industrial 12

    Retail & Services 8

    • Choppies

      Stratcom account files

    • Dis-Chem

      Stratcom account files

    • Pick n Pay

      Stratcom account files

    • Shoprite Checkers

      Stratcom account files

    • Sodimac

      Stratcom account files

    • Van Hulsteyns Attorneys

      Stratcom account files

    • Vodacom

      Stratcom account files

    • Wellness Warehouse

      Stratcom account files

    Other 25

    • PSI

      Lovers Plus presentation.

      PSI on Clients & Work

    • Altmondu

      Stratcom account files

    • AMKA

      Stratcom account files

    • C2C

      Stratcom account files

    • Dontabak

      Stratcom account files

    • ExtraMarks

      Stratcom account files

    • Futurebac

      Stratcom account files

    • JDI

      Stratcom account files

    • LeSel

      Stratcom account files

    • Marble Gold

      Stratcom account files

    • McNabs

      Stratcom account files

    • Midfeeds

      Stratcom account files

    • Natures Choice

      Stratcom account files

    • Nativa

      Stratcom account files

    • PEG

      Stratcom account files

    • Patleys

      Stratcom account files

    • Philip Morris

      Stratcom account files

    • SATS

      Stratcom account files

    • Serengeti

      Stratcom account files

    • Slo-Jo

      Stratcom account files

    • Sportron

      Stratcom account files

    • Thistlewood

      Stratcom account files

    • Tradekings

      Stratcom account files

    • Validus

      Stratcom account files

    • Value

      Stratcom account files

    29 clients with a detailed record

    1. 01

      McCain Foods (South Africa)

      Packaging investigation, visual audit and portfolio brand architecture. Stratcom job #100724.

      Case study : McCain Foods (South Africa)

    2. 02

      PPC Ltd

      Corporate identity as architecture: one PPC masterbrand, a proposed shield badge and a SURE naming system.

      Case study : PPC Ltd

    3. 03

      Danone (Africa)

      Ultra Mel as the main account; NutriDay, including the Smooth and NutriDay brand architecture; MAYO; The One corporate identity; and a later portfolio brand architecture.

      Case study : Danone (Africa)

    4. 04

      Nestlé (Africa / South Africa)

      Corporate identity, a local portfolio packaging presentation, and Nestlé Australia credentials.

      Case study : Nestlé (Africa / South Africa)

    5. 05

      ETG World: Vamara

      Corporate identity and an audiovisual.

      Case study : ETG World: Vamara

    6. 06

      Distell Ltd

      Nederburg multi-tier brand architecture brief, cider packaging with GLBA, and Savanna packaging.

      Case study : Distell Ltd

    7. 07

      Adcock Ingram

      Bioplus packaging and architecture, and a Panado mother-brand upgrade.

      Case study : Adcock Ingram

    8. 08

      Tiger Brands

      All Gold, Jungle Oats, Purity and School of Magic.

    9. 09

      Nando's

      Peri-Peri sauce and marinade bottle structure and label and pack design, from over 200 sketches and clay models through to engineering. The Stratcom credentials include a testimonial from John Paidoussi.

      Source: Nando's album on the Macleodglba Facebook pageSource: Nando's photo on the Macleodglba Facebook page

    10. 10

      South African Breweries / AB InBev

      Castle Lite innovation and an SAB innovation programme.

      Case study : South African Breweries / AB InBev

    11. 11

      Novartis

      Pharmaceutical packaging and a Stratcom pamphlet.

    12. 12

      Bayer Healthcare

      Across the entire brand portfolio, including Berocca packaging.

    13. 13

      Sea Harvest

      Portfolio pamphlet.

    14. 14

      Namibia Breweries (NBL)

      Credentials pitch.

    15. 15

      Guerbet

      Credentials.

    16. 16

      Consol

      Innovation in glass: an innovation workshop and new craft beer and water bottle concepts.

    17. 17

      PepsiCo

      GLBA presentation.

    18. 18

      Twinsaver

      Trends presentation prepared for a Brazil conference, and tissue packaging.

    19. 19

      Stafford Bros & Dreager

      GLBA and Stratcom presentation.

    20. 20

      AVIMA

      GLBA and Stratcom presentation.

    21. 21

      Unilever SA

      Presentation.

    22. 22

      Albany (Tiger Brands bread)

      Pitch concept designs, job #100661. A pitch, not won work.

    23. 23

      Tropitone and Everysun

      Sun-care packaging. The Stratcom credentials include a testimonial from Lelani Rautenbach.

    24. 24

      PSI

      Lovers Plus presentation.

    25. 25

      Dentyne (Kraft Foods / Mondelez)

      Dentyne Strips wallet pack and carton design.

      Source: Stratcom work on the Macleodglba Facebook page

    26. 26

      Nutriphase

      Pet food range pack design.

      Source: Stratcom work on the Macleodglba Facebook page

    27. 27

      Connex

      Condom carton pack design.

      Source: Stratcom work on the Macleodglba Facebook page

    28. 28

      Quick Cook

      Maize meal bag pack design.

      Source: Stratcom work on the Macleodglba Facebook page

    29. 29

      Ultra Mel

      Custard carton pack design.

      Source: Stratcom work on the Macleodglba Facebook page

    Boards from the files

    Images from Stratcom's approved asset library: packaging boards, corporate identity boards and a credentials sheet.

    • Savanna Dry premium cider bottle on a yellow Stratcom packaging board for Distell.
      Savanna packaging board from the Stratcom files.
    • Nando's Peri-Peri sauce bottles in Hot, Medium and Lemon & Herb, 125ml, on a Stratcom packaging board.
      Nando's sauce packaging board from the Stratcom files.
    • Bioplus packaging concepts on a Stratcom board, from a medicine-style pack toward an energy-drink bottle, with Core, Wellness and Play ranges.
      Bioplus architecture board. No year is shown because the files do not date it.
    • Bioplus Core and Wellness packaging on a Stratcom board, including a 500ml bottle and a carton.
      Bioplus Core and Wellness packaging concepts.
    • Jungle Oats cartons, including oats and muesli, on a Stratcom grain packaging board for Tiger Brands.
      Jungle Oats packaging board for Tiger Brands.
    • Berocca Boost liquid energy sachet display carton and a Berocca Performance effervescent tablet carton on a Stratcom packaging board for Bayer Healthcare.
      Berocca packaging board for Bayer Healthcare.
    • All Gold tomato sauce and condiment bottles and pouches on a Stratcom packaging board for Tiger Brands.
      All Gold packaging board for Tiger Brands.
    • Stratcom credentials sheet for the Sea Harvest portfolio, carrying the Stratcom and GLBA marks.
      Sea Harvest portfolio credentials sheet.
    • Danone Africa corporate identity board titled The One, with the line One team, One company, One market with many segments.
      Danone Africa corporate identity, The One.
    • Vamara corporate identity board for ETG World, with a lion-head mark and the line an icon of strength, courage, passion.
      Vamara corporate identity for ETG World.
    • Danone NutriDay low fat strawberry yoghurt tub, from Stratcom's NutriDay pack work for Danone.
      NutriDay pack, part of the Danone account.