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The Emergent Continent Innovation Conference 2016

The Emergent Continent Conference hosted by the digitally native news platform TheNerveAfrica.com was one of the outcomes of Arden & Newton's continued strategy work for the publication. The global event which brought together some of the world's best minds and Africa experts was designed to help boost the publication's brand image and offline presence. Arden & Newton went the whole haul by conceptualizing , designing, executing and managing the entire event and brand experience.

Our work scope covered; content strategy, event planning, speaker selection, sponsorship marketing, travel management, press/traditional and digital marketing.

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Visual Focus: The Logo

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Conference Venue

TheNerveAfrica.com's audience is premium and our choice of venue was very strategic and represented the audience the publication serves. The venue, Intercontinental Hotel, Lagos, Nigeria matched the class and prestige of the event and quality of audience..

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Pre-Conference Invites

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event invites

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Conference Program

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Conference Venue

Our strategy for building the Nerve has always been to utilize offline opportunities to grow its digital brand. We built a wall and extracted content from the site's archives as covering for the wall, this created an entirely different experience and engagement for attendees to have first hand experience with the website, it also created a space for networking among attendees.

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Registration/Attendee Management

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Conference registration tags

Sessions from the Conference

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Tanya Spencer GE

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Union Bank Sponsorship

Conference Report/Analytics

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HOW DOES BRANDING & STRATEGY GIVE LIFE TO AN INANIMATE PRODUCT?

When you are given a brief that says "Give life to an inanimate object" it sure has to be your most exciting project ever. How did Arden & Newton respond? We promised to create a brand that not only put smiles on the faces of customers but made the brand owners smile always. "THE SMILE" was the distinctive human attribute we gave to the GreyTom brand. 

OUR STRATEGY RESPONSE:

GreyTom is not a thing, product or furniture but a 'person' and lifestyle. GreyTom identity represents a brand, not as a furniture making company. GreyTom is positioned in the market as a lifestyle management company that works with clients to specially manage their furniture needs and taste. GreyTom lets users customize their furniture to suite their lifestyle and personal preferences which might be influenced by several factors like fashion trends, sub and pop-culture, technology etc. 


 

VISUAL IDENTITY

Smiles that impact on the bottom line

Taking cues from the GreyTom brand personality design at the strategy level, the logo is a step further in humanizing the brand. GreyTom's visual differentiation strategy was designed to capture psychological experience and expressions from actual humans who would interact with the brand eventually.

GreyTom's logo is an answer to the question; How can a retail company create bespoke experiences by building emotional connections between the brands and clients. This was achieved by humanizing the brand, leveraging on human smile.


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CORPORATE BROCHURE

 

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