BRC Annual Retail Industry DinnerWe have been honoured that The British Retail Consortium have commissioned us to brand their Annual Retail Industry Dinner for three consecutive years. Held at the Grosvenor House Hotel on London’s Park Lane, with over 1,000 A-list guests from the retail, government and civil service sectors – our creative challenge becomes greater as every year passes, for the simple reason that each event needs to be distinctly different from the preceding years collateral.
DeliverablesArt DirectionBannersBrand IdentityDigital CollateralEvent CollateralLogo StingPrint Collateral
For the 2016 event, we established an overarching theme of ‘Lighting The Retail Future’ – which worked to communicate the BRC’s Retail 2020 vision.
Embracing the core BRC brand colours and typefaces, we created a series of ‘neon pathways’ that formed the basis of all printed collateral – from invites and event programme, through to signage & wayfinding collateral at the Grosvenor House Hotel.
Our multi-channel production extended into the design of motion graphics throughout the evening – from the walkway as guests arrived through to main stage idents. Each was dynamically created to compliment the rest of the 2016 collateral.
In the build up to the event, each guest received a beautifully crafted purple-foiled invitation and supporting pre-event brochure. As the night approached, we then rolled out the visual language across a huge range of collateral – from signage and wayfinding graphics to main stage animation and the overall event programme.
At the Grosvenor House Hotel itself, an animated walk-through tunnel was constructed, with the visual identity transforming the communal areas, tables, stage and ceilings into a rich and luxurious experience.
We have been proud to have played a part in such an important retail event. It was a great example of how simple core ideas can shape a visually arresting look-and-feel for an event, allowing for a consistent application of a brands’ assets across a wide range of print, digital and environmental touchpoints.