The passing of London Art Fair’s 30th anniversary provided the perfect opportunity to challenge the Fair’s existing identity, and make sure it remains relevant and competitive in a field packed with alternatives.
The intention of the rebrand was to reduce the emphasis on a logo, and instead create a device that functioned quietly and confidently as a plinth for other content. Helping to position the fair as a platform for galleries and artists.
For the 2019 creative, we worked with Amy Currell to produce imagery and video content that captures an anticipation of the reveal. These abstract, textural images range from the luxurious to intriguing, quiet to explosive. Making it possible to play to specific audience groups.
The campaign proved extremely impactful across digital and national print advertising with a increase in both overall visitor attendance and ticket revenue from the previous year. The impact of the new visual identity and brand messaging extended reach amongst new ticket buying audiences and increased awareness and engagement with the premium VIP attendance.
Studio Thomas were fantastic, they really understood how we needed the 2019 campaign and re-brand to play out online, offline and onsite at the event itself. We look forward to building on the success of the 2019 into our 2020 edition and beyond.
Sarah Monk, Fair Director at London Art Fair