Promax
The new normal
We created a standout, sea change concept, visual identity and branding package for PromaxBDA UK’s landmark event.
The situation
PromaxBDA UK is the event of the year for the British creative television marketing, promotion, branding and design industry, taking the temperature of British creativity and exploring what we can do to evolve, adapt and thrive in a fast-changing world. In 2016, the organisers wanted to shake it up to signal the huge sea change the industry was undergoing.
The solution
Inspired by the theme of ‘The New Normal’, we created a brand that embodied disruption. We wanted to challenge attendees, forcing them to confront the future there and then. So we produced a comprehensive branding package built around the idea of a hijacked signal. Our ‘The New Normal’ was a rogue broadcast that
was interrupting the industry, hijacking the conference itself, and demanding to be heard.
was interrupting the industry, hijacking the conference itself, and demanding to be heard.
What we did
Experiential
Brand identity
Motion design
Digital design
Provocative and attention-grabbing, the brand helped define the energy and impact of the event – before, during and after the big night.
Our concept? Interruption. So we used signal noise and custom image distortion throughout the full branding package.
The New Normal brand interacted with the Promax brand framework, partially obscuring it to elevate the sense of hijack.
The brand appears in different stages of disruption at different times. The result? A logo that’s always evolving, always surprising.
Few are as good as these guys. Their response to a brief is deeply thought through and always finds the sweet spot. The process is collaborative and the results deliver, not just in terms of execution excellence, but in creating solutions that have impact and communicate effectively. Beautiful and memorable creative that says Hello and Yes!
Marc Ortmans - Brand Communications, Promax UK
