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The Workroom - Breathing life into brands
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Balfour Beatty WorkPlace
National Bingo Game
Reckitt Benckiser (RB)
The Scout Association
The Whitehall & Industry Group (WIG)
Small but gorgeous
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This example illustrates
Our capacity to create engaging campaigns that drive visitor numbers up – even in a tough economic climate
Our experience in integrating wayfinding and signage in a brand programme
Our ability to engage new audiences without alienating existing ones
Our ability to create a brand that’s flexible enough to support new annual campaigns
With over 40,000 visitors over three days, Salon International is one of the UK’s biggest B2B trade shows. Despite relatively good attendance levels, the marketing team felt they could achieve more and asked us to rebrand the event in 2008, follows by the creation of annual creative campaigns from 2010-2012.
Salon’s primary audience is far more brand aware and image conscious than most. We did a complete makeover for the brand and event in 2008. Our mission was to reflect Salon’s glamour, creativity, inspiration and style through the look and feel of an exciting live event brand rather than a ‘typical’ B2B trade show. The new identity in 2008 had immediate impact – the ad campaign, website and range of direct marketing ideas created much-needed anticipation. The event itself was enhanced with new-look programmes, ticketing, posters, display banners and a co-ordinated wayfinding system. Our campaigns between 2010-2012 build on those original concepts to keep things fresh, relevant and exciting each year.
Visitor numbers in 2008 increased
on the previous year and the after-show feedback was extremely enthusiastic about the newly-positioned show
Year on year visitor and exhibitor numbers remained stable since 2008, despite the recession
Many of the 2011 exhibitors rebooked for 2012 before the show even closed its doors
Highlight of the year
Salon International is the most influential, defining live event in the world of hairdressing. Inspired by the glamour and creativity of leading international stylists, the new brand we created and subsequent annual campaigns have transformed Salon from an average trade show into an exciting live event that’s a cut above the rest!
The new identity captures the personality of the hairdressing world. Roll over to see old identity.
A new website, display banners, signage and merchandise helped campaign the new brand to the Salon audience.
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