Combining strategic thinking and digital innovation to rebrand 2,000 events in 12 months.

Informa is a FTSE 100 company specialising in business intelligence, publishing, networking and events. Their Knowledge and Networking division(K&N) have organised industry leading conferences for over 20 years and needed to evolve both their business approach and brand to keep ahead of new disruptors entering their market.

Brief

Our brief was to help K&N deliver on their engagement strategy by reimagining their presence across touch points ranging from their event experiences to their online communications.

The new brand world had to be flexible enough to fit more than 2,000 conferences and training events across a wildly diverse range of sectors from life sciences to finance. It also had to be exciting enough to capture the imagination of event teams and empower employees. In short, it had to be a connected thread running through K&N’s many products and services.

Nalla provided the business with a flexible system that empowered our marketers to get involved and harness the power in their own brands.

Graham Jerome-Ball, Head of Brand, Informa

Strategy

To deliver a brand that would scale and flex by the required amount we created a system of assets that could be generated by anybody in the business. This consisted of a large bank of symbols which formed the core of the brand, with a photography bank and text treatment to produce logos for each event. The resulting system allows for complete customisation within a set of boundaries that has allowed the brand to be rolled out across a huge number of events very quickly through a self-serve model.

Application

Applying the new 'Alchemy symbols' to Informa's brand collateral, combined with their new tone of voice has lead to exciting vibrant applications of the new brand across K&N's verticals. With spaces, objects and publications making a bolder, more confident impact.

The brand has been able to be embellished further with direct contact with the branding team. Seeing brand extensions for FUSE and TechXLR8.

Digital Transformation

At the core of the brand sits CORE. A Content Management System that allows self-serve of the brand assets through the use of a "brand generator". This allows anybody creating an event to create the brand and site at the same time and roll out the application from digital into their print collateral.

We also worked on the wider platform of KNect365 to group all of their events together into a grouped value proposition. Allowing marketers to share their budgets to promote multiple events through a base community platform.

Results

The results speak for themselves. Within a financial year all of Informa's events have been successfully rebranded. They achieved £6m in sales within the first 5 months of their platform going live and have seen greater engagement rates across their properties.

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