Reckitt Benckiser, formed in 1999, has successfully developed its range of 'powerbrands' such as Nurofen and Finish, while its corporate business has remained in the background. The Workroom was engaged to raise Reckitt Benckiser's profile to support its global growth plans, particularly among potential recruits, graduates and the City. To articulate the strength and success of the business, defined as 'The power behind the powerbrands', high-performance kites were used as inspiration. Graphic kites designed by Carl Robertshaw and Matt Corrall used colours derived from the powerbrands to convey messages on all internal and external material. A pink 'kitemark' sits above the logotype and contains the company's initials. Font design is by Rob Clarke.