Crafts Council Collect

Evolving an international event brand

Brand identity
Brand campaign
Brand activation
Event branding
Signage and wayfinding
Exhibition graphics
Editorial design
Art direction
Tone of voice

Client

Founded in 1972, the Crafts Council is the national charity for craft. Their goal is to make the UK the best place to create, see, collect and learn about contemporary craft.

Brief

Collect is the leading international fair for contemporary craft and design, organised and presented by the Crafts Council. It is a major annual event on the international cultural calendar, attracting private collectors and museum curators from around the world. The fair showcases museum-quality works, spanning various craft disciplines including ceramics, glass, and textiles. The Crafts Council asked Rose to evolve the Collect brand identity, working within the Crafts Council brand assets and guidelines to create a bold visual identity and brand campaign for their headline annual event.

Solution

The previous visual identity did not sit within the Crafts Council brand guidelines. So Rose recommended evolving the Collect identity to sit closer to the Crafts Council brand, ensuring greater recognition and brand association. Using striking still-life imagery to convey the range and diversity of the Collect experience, Rose created a bold, and distinctive visual language to help increase brand awareness for the event. The resulting brand identity was rolled out across a large-scale OOH, print, press and digital marketing campaign, promotional collateral, exhibition graphics, signage and wayfinding, and an accompanying 128 page catalogue.

Result

Held at the Saatchi Gallery in London, the Collect Art Fair 2011 hosted 40 specialist galleries representing over 400 makers. Rose’s evolution of the visual identity created a rich, diverse and engaging event platform, encouraging strong sales, visitor figures and positive feedback, and reinforcing Collect’s reputation as a major international cultural event.¹

¹ Crafts Council Annual Report

Crafts Council Collect

Evolving an international event brand

Client

Brief

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