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The brief

Our relationship with IBC begun in 2019, when we were enlisted to help bring the organisation into the 21st century through a rebrand. Whilst IBC has run successful annual exhibitions for over 50 years, they felt it was time to focus on engaging with a younger audience, whilst ensuring they did not alienate their current attendees.

In addition to the rebrand, each annual show requires its own creative campaign. Our on-going challenge is to work alongside IBC to ensure that each show has its own fresh identity, whilst maintaining the integrity of the overarching brand.

The solution

The brand development process was a complex one that involved managing a variety of owners, stakeholders and various parties who had a vested interest in the organisation. To ensure everyone was on board, we took them on the brand journey with us, presenting multiple concepts that were honed with regular feedback.

At the end of the project, IBC were presented with a fresh new brand that heroes the IBC red, a modern and flexible logo lock-up, imagery aimed at their target audience, and ‘engagement waves’ that bridge the gap between IBC and their community.

Off the back of the rebrand, we have been working with IBC since 2020 on their annual exhibition show creative. The challenge here is developing a fresh look each year, that still rings true with the overarching brand that the industry has come to recognise. Once developed, we then work as an extension of IBC’s marketing team to roll this creative out across all touchpoints, including print collateral, digital communications, and onsite signage.

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