The Brief:

FIVE (Farnborough International Venue & Events) is a 4,000 sqm permanent event venue and 100,000 sqm site run by Farnborough International Ltd, the company which also organises the biennial Farnborough International Airshow. The venue is a clear-span structure ideally suited to creating dynamic and inspiring conferences, exhibitions and dinners.

The FIVE team needed the awareness and profile of their brand raising both locally and nationally. They needed to drive activity to the venue and generate more bookings for conferences, seminars, exhibitions and product launches.

The Solution:

We started with the basics; after discussions with FIVE it was agreed that their logo and branding in general could do with a refresh. Whilst the team were keen not to completely 'rip it up and start again' it did need severe modernising. We achieved this by giving the brand a more modern architectural appearance utilising the aluminium finish of the FIVE structure itself. We rolled out this new identity across all marketing materials and across national trade advertising. As well as the appearance of the materials we helped to refocus their objections copywise utilising the venue's unique selling points and presenting these in a much clearer way.

To date we have produced brochures, document wallets, flyers, promotional Z-cards, press advertisements, billboard advertisements, exhibition banners and signage.

The result of these promotions and rebranding has been a marked increase in bookings and a greater awareness of the FIVE location in general.

Further examples of our work for FIVE can be viewed here