A new brand for the most ambitious tech event

Europe’s largest tech festival brings together domestic and international tech specialists and enthusiasts from around the globe to London for a variety of networking, social, learning and business opportunities. For the 2017 edition, over 40,000 visitors will hear from tech, business and political leaders including Nicola Mendelsohn, VP EMEA at Facebook, Sir Martin Sorrell, CEO of WPP and Gordon Brown.

40,000

Attendees from over 70 countries

London Tech Week is a great opportunity to celebrate our ever-growing strength in tech, and the many fantastic entrepreneurs and innovators that help make our city the best place in the world to do business. I want London Tech Week to be Europe’s top tech event in 2017, highlighting that London is open for business, new investment and global talent.

Sadiq Khan, The Mayor of London

Brief

A new partnership between London & Partners and KNect365 set objectives to take Europe’s largest tech event to the next level in 2017, offering a wider range of events than previous years, including a new series of six major events at the ExCeL and a concert to celebrate the week.

Some of the hottest topics in tech are covered, such as Apps World, 5G and the VR & AR World Summit. A brand refresh was imperative to raise recognition and meet the new ambition: be as well-known as London fashion week.

Challenges

With London Tech Week’s new ambition and goals, Nalla was tasked to create a brand to support the festival’s repositioning of appealing to not just businesses and partners such as Apple and Google but also the tech enthusiasts within the general public. It required a innovative and modern brand that appealed to the world’s entire tech community, from start-ups to tech giants.

One of the biggest design challenges on this project was to make sure our brand thinking kept up with the technological innovation throughout. London Tech Week is crucial as London is one of the key European tech-hubs, and we worked to define the emotional values of that brand and its product to reflect the audience from start to finish.

Rafa Prada, digital designer at Nalla

Strategy

As London Tech Week celebrates technology and innovation, we wanted to bring vibrancy and cultivate a buzz around the event. This week of collaboration aims at being the most exciting tech festival in the word, where creativity and technology collide.

The new brand reflects the ambition of bringing hundreds of innovative events and leading industry figures to one place, as well as connecting people together.

This is why we brought a vibrant and aspirational visual identity, with a sense of fluidity and freedom allowing for movement across all touchpoints. This identity has been translated onto a platform presenting the festival’s program for visitors as well as for hosts to manage their events directly on the website. The visual arrangement of the identity represents the coming together of events and global talent across London. The colour palette encapsulates the excitement of a technology festival and is used on the website to categorise event types.

As part of our ambition to deliver a bigger and bolder London Tech Week, we engaged Nalla to arrive a fresh brand identity and tone. Their work has led to a fresh and energised brand identity that reflects our intention to create a city wide festival feel and underlines our vision to bring creativity, innovation and talent to London Tech Week this year and going forward.

Zoe Osmund, Director of London Tech Week festival

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