Effectiveness Week 2016
In recognition of the pioneering times that the marketing services industry finds itself in, the IPA Effectiveness Week 2016 brings together business leaders, senior marketers, government and opinion formers, academia and future generations to shine a light on how collectively the industry can move the dial on brand performance and understand what marketing is most effective with consumers today. Our task was to bring the event to life, across every channel, in the most compelling and relevant ways.
DeliverablesBrand GuidelinesBrand IdentityDigital CollateralEvent CollateralPrint CollateralWebsite Build
Bringing the best right and left brains in the marketing services industry together, our solution was highly creative but with a serious purpose. It reflected how science and art is working harmony to change behaviour, transform businesses and deliver positive results.
The events’ identity needed to have the gravitas and contemporary qualities that would resonate with an exceedingly savvy audience. Primarily focusing on evidence-based decision-making, it needed to drive home how EFF Week provides the insight that would add value to business and consumers, and how this will allow brands to plan ahead for how they spend their budgets, how results are measured, how success is demonstrated, and how brand credibility is built in the board room and in wider society.
We created a logo that was incredibly flexible and modular – with a palette of font styles used to depict the EFF letters, each changing around depending on the nature of the communications. The graphic shape was also designed to contain one, or a number, of partner and sponsor logos.
Developing the identity into a recognisable and ownable visual language, we devised a series of expanded forms that would allow all manner of content and imagery to be held within a consistent system. This was reinforced with a warm and inclusive colour palette of purples, reds and oranges.
Having previously created the original Effectiveness Pillar branding for the IPA, it was important to make sure that all of the new collateral for the EFF Week 2016 worked in perfect harmony with this.
We then set about designing and building the event website that would provide a permanent, but virtual ‘centre of learning’: a resource for thought leadership content.
The site also had to clearly communicate the full nature and structure of the event – a week long event, containing a 2 day flagship conference, that would become a recognised fixture in the annual marketing calendar, to which many different associations would contribute.
The website was structured to be an easy to use, fully responsive online hub, an umbrella for a series of product and service outputs: tool kits, qualifications and content. Furthermore, it would become a global alumni network for the marketing services community.