BFI Luminous

Solution

Rose recognised the need for a brand identity and campaign that would capture the attention of the BFI’s target audiences, create interest in the event and encourage them to attend and support the British Film Institute. Rose devised the name ‘Luminous’, creating a distinctive brand identity to underpin the BFI’s proposition and reputation within the British film world. The new brand also provided valuable alignment and kudos for event partners, helping BFI to attract Swiss luxury watch brand IWC Schaffhausen as their inaugural sponsor.

Result

In the first year, following the new positioning and branding, the BFI Luminous Gala was a huge success, smashing their fundraising target for the evening with a total of more than £250,000, which contributed towards a combined annual charitable income of £3.7 million in support of the BFI.¹ The new branding also helped create immediate recognition for Luminous. The event received considerable press and broadcast coverage, positioning the newly established gala as one of the key events for film and TV celebrities to be seen supporting. This, in turn, has helped them to increase support year on year, from new and existing philanthropists and commercial partners. The 2022 and 2024 events were sponsored by Chanel.

 
¹ BFI Annual report and accounts