Collins
The home of what flows from within
Challenge
Collins started with the printing of bibles in a small shop near Glasgow in 1819. Over the next 200 years, their personal notebooks spread throughout the British empire, into the daily routine and hearts of people across the world. Under heavy competition in a changing marketplace, Collins had lost touch with its own amazing story.
Solution
We built the brand world around the insight that a diary or notebook is a precious space that we pour all our thoughts hopes, ambitions, and priorities into. They are a reflection of not only who we are, but who we want to be. With a few wee tweaks, we also refocused the brand identity around its authentic Scottish heritage and the rich stories from its two hundred years of history.
2016-2020. Design Director/Creative Director. The Partners/Superunion. Global.
In-depth customer research gave us a key insight – a notebook or diary is a true reflection of what is within you. ‘What is inside us, is also inside our books’. This led us to our brand idea. Collins is the conduit of what Flows from Within

200th Anniversary Diary
Our historic colophon was a fountain and so was the perfect metaphor for Collins being a conduit for 'what flows from within'. We simplified the fountain, giving it pride and confidence, as well as entwined cascades which hint at a Celtic knot. Our colour palette was refreshed to match the Royal Standard, and we created a bespoke tartan based on our geographical heritage.
Campaign
Activation Japan

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