BRC Annual Retail Industry Dinner

Bringing some sparkle to the most prestigious night in the British retail calendar.

We 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.

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Design Art Direction Visual Language Event Collateral Print Literature Digital Marketing Moving Image Interactive Design Style Guides

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.

With the launch of the new BRC corporate brand identity that we unveiled in the Summer of 2015, the event had particular significance in that year. Establishing the theme of ‘Speaking The Language of Retail’, we set the tone for this illustrious black-tie event by using a strong typographic style that provided the perfect mechanic for communicating the core purpose of the BRC, whilst showcasing the new brand.

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 brand's assets across a wide range of print, digital and environmental touchpoints.

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