Reed Gift Fair Brand Identity Refresh

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 is 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 revitalize attendance. The project included the development of this striking visual identity utilizing a vibrant colour palette that could be adapted for each category. In addition, 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.

The design was created to be reused over several events and seasons, so it had to stand the test of time and trends. The final project rollout integrated digital and print banners, signage, posters, flyers, animated GIFs, eDM marketing materials, digital asset pack for attendees, and all website elements to create a totally unified, and highly impactful, campaign.

For maximum impact on the landing page of the website, we developed a video animation of the lady's face filling with colour and her suddenly opening her eyes.