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.
Visual Focus: The Logo
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..
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.
Sessions from the Conference
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.
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.
Mudase urban food hub was created in response to the growing demand in our communities for a clean and cozy natural food market. Arden and Newton was contracted as official brand managers for the conceptualization of brand identity, brand strategy, and marketing communications design for an Urban and lifestyle brand. Mudase’s brand identity is built on contemporary illustrations, patterns, motifs, interactions all coming together to make
the brand visually stand out.
The Health Strategy and Delivery Foundation (HSDF) is a non-profit firm established 2013 to improve the quality of decision-making and execution in the health sector. HSDF supports key stakeholders at all levels of the government and private sector by providing strong analytical support, eliminate malaria and the mother-to-child transmission of HIV, and deploying innovative frameworks and tools to generate measurable and sustainable results.
Arden and Newton was hired by HSDF for the interpretation and design of raw project data from over 30 hospitals into a well designed report made mostly of infographics and illustrations.
The finished work for HSDF; pages show the raw data given to Arden and Newton translated into infographics for the organization's use.
Arden and Newton worked with the Lagos Business School to kick start the inaugural edition of its annual Conference tagged the Africa Business Conference. Our role was to support the organizing team with strategy, communications design, local and international media placement. Outcomes included local and international advertising seen on the pages of Forbes Africa magazine, Ventures Africa, Business Day and others.
The Inaugural Edition