Following a successful pitch, we won the opportunity to work on The Great Exhibition of the North 2018 in collaboration with the Leeds based design agency Build.
We developed a set of design concepts that combined colour and pattern to create a strong navigation system to help guide visitors through the event and all it has to offer. In collaboration with Build, this concept was used alongside their logo design to produce the final visual identity.
Working with our initial concept of ‘connecting’ – from both graphic and messaging perspectives – we went on to define the campaign tone and key messages by working closely with the Great Exhibition of the North team on a series of exercises that helped to identify the desired perception of the event.
Using the information gathered we developed a ‘core narrative’ that delivers a consistent yet flexible way of communicating what the exhibition is, as well as a series of ‘sub narratives’ each tailored to specific audiences, from the local and northern publics to corporate and contributor audiences.
The exhibition needed a strong URL and Hashtag to compliment and enhance its identity. We developed the acronym GETNorth as a compelling call to action that encourages the public to not only visit the Great Exhibition of the North in summer 2018, but to understand what makes the wider region so special and unique, including its fantastic culture, art and design. The messaging and ‘connecting’ theme will be developed further as the marketing for the event progresses and Twentyseven will lead in applying this to a wide range of collateral and deliverables.
Great Exhibition of the North takes place from 22 June – September 2018 across NewcastleGateshead in a combination of indoor and outdoor locations, including cultural settings, iconic visitor attractions, world leading universities and cutting edge businesses. This exciting event will be the largest of it’s kind in England in 2018 and a game changer for the North.