Aviva Investors

Changing the Game event branding

Brand identity
Brand activation
Event branding
Art direction
Tone of voice

Client

Aviva Investors is the global asset management business of Aviva PLC in the UK. They manage assets responsibly on behalf of individuals and institutions worldwide, across multiple sectors including real estate, infrastructure, and private equity.

Brief

Aviva Investors hold regular events and conferences based on topical themes within the industry, to bring their senior management teams together. Competition within the sector had increased significantly and it had become clear to Aviva Investors that to attract the attention of new clients, in addition to regaining their market share, they needed some new thinking and products that could change the game. They decided to hold a summer event – ‘Changing the Game’ – to explore new ideas for the business through a series of surgery, innovation and imagination sessions. Aviva asked Rose to create a brand identity and materials for the event, using an appropriate concept to underpin the event title, which would encourage and inspire greater creative thinking from their senior executives.

Solution

Rose recommended the best way to encourage creative thinking, was to inspire guests by transforming the event environment through inventive application - essentially, by practising what you preach. So given the event was being held at Farnborough airport, Rose suggested the theme should relate to blue-sky thinking and created an appropriate event identity to reflect this. Rose created an event logo inspired by a cloud on a perfect blue sky background. All of the resulting event materials drew on the concept, including bespoke flip-charts, Post-it pads, name badges, supporting literature and a small exhibition, which shared examples of game-changing blue-sky thinking that changed the world. For the evening event, the dining room was dressed with clouds comprising helium-filled balloons, and paper aeroplanes for the programme schedules and menus.

Result

The branded theme helped to deliver a hugely successful event with great feedback from participants. Many corporate events and awaydays suffer from lack of engagement and early departures as a result. But 'Changing the Game' resulted in 100% engagement, with all participants staying for the full duration of the 2 day event. As a result, Aviva Investors were able to generate new ideas and thinking that inspired their senior executives and informed new products across multiple areas of the business. In the following year, Aviva Investors saw the funds under management increase by over 36% to £354bn.¹

¹ Aviva PLC Annual Report and Accounts; World Economic Forum data