Reed Exhibitions is a global event company that hosts over 500 individual events around the world each year. Key to the success of the Australian arm of the business are the Reed Gift Fairs and Retail Quarter shows. Comprised of four major events in Sydney and Melbourne each year, they represent Australia’s largest retail trade fair portfolio.
Facing significant changes in market dynamics, and an increasingly competitive environment, Reed Exhibitions commissioned Think Creative Agency to create a new look and feel for their events and revitalise attendance. As part of the project we developed a distinctive brand and value proposition for each fair to underpin a cohesive design strategy. From this, we evolved a targeted messaging strategy and a highly individual design direction. As the refresh coincided with the Reed Gift Fair’s 50th anniversary, we also created a new logo to mark the occasion. Importantly, this new logo had to work seamlessly in conjunction with existing branding.
The final project rollout integrated digital and print banners, signage, posters, flyers, animated GIFs, eDM marketing materials and all website elements to create a totally unified, and highly impactful, campaign.