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The New Normal

A NEW GENERATION OF TELEVISION

UNCOVERING A NEW PARADIGM

PromaxBDA UK is the event of the year for the British creative television marketing, promotion, branding & design industry professionals. It’s a two-day event which looks at British creativity – what’s unique about it, who and why it’s successful on the global stage & what, as an industry and as individuals, we can do to develop, adapt & survive in a world that is constantly changing.

A NEW ANGLE

For Promax’s 2016 event they wanted to shake things up a bit, and create an experience that reflected the big changes happening in the broadcast industry. To this end they came up with the theme ‘The New Normal’, and we were approached to produce a comprehensive branding package for the event that brought to life the new direction.

PROMAX REDUX

Our approach positioned The New Normal as disruptive, and we based our creative around the idea that Promax is interrupting the industry, and that it has hijacked the conference. By presenting The New Normal as a counterculture that has grabbed the spotlight, we hoped to make people think about the future in quite a confrontational way.

HIJACKING THE CONFERENCE

We played directly upon the idea of a hijacked signal – a rogue online broadcast that has interrupted Promax. We used signal noise and custom image distortion to signal the ‘invading’ message – the New Normal brand appears in an area of flux that pops through the background imagery. The New Normal brand is integrated with the existing Promax brand framework in such a way that it partially obscures it. We had to carefully balance things so that it didn’t become too much, but we were not afraid of directly messing with the Promax branding where it seemed effective to do so.

LOOK AGAIN

For the logotype itself we split up the word ‘normal’, suggesting a new way of doing things – the split second of extra effort viewers will need to parse it adds to its intrigue. There is a distortion effect added to the whole logo to reflect the concept of disruption and signal hijacking – as if the logo is halfway through resolving itself in an online broadcast. The logo utilises a custom-drawn monospace typeface. The brand appears in different stages of disruption at different times, making for a logo that is constantly evolving and surprising. The software we used to create the distortions allowed us to create a nearly infinite number of iterations.

ALL-NEW FORMAT

The event was a great success, drawing over 400 delegates from across the broadcast industry and featuring talks from creative, marketing and tech experts from BBC, ITN, NBCUniversal International, Channel 4, Facebook, Amazon Video, VICELAND, Man Made Music, MiMo Brands and Laduma. The brand was comprehensively applied across digital and print mediums around the conference and created a really strong and memorable identity for the event.

Few designers are as good as these guys.
Their response to a brief is deeply thought through and always finds the sweet spot.
The process is collaborative and the results deliver, not just in terms of execution excellence, but in creating solutions that have impact and communicate effectively.

MARC ORTMANS
PROMAXBDA UK

“THEIR RESPONSE IS
DEEPLY THOUGHT THROUGH AND ALWAYS FINDS THE SWEET SPOT”