Peter & Paul has been appointed to create new marketing materials for the 100% Design show for the next three years.
The consultancy has been briefed to create a recognisable and ’ambitious’ marketing concept that will build up the brand ahead of its 20th birthday in 2014. The 100% Design identity (pictured) was created by Pentagram in 2006.
Peter & Paul was appointed last month after a four-way creative pitch. The consultancy was chosen because of its response to the initial brief and the strength of its previous work for the Architecture Foundation and Urban Splash, says 100% Design marketing manager Ivan Rahal.
Rahal adds, ’What we liked about Peter & Paul was that it understood the brief completely and knew how to develop the new identity for print, Web and in an exhibition environment.’
As well as an ad campaign, marketing and sales material, Peter & Paul has also been tasked with reviewing the organisation’s website. It will also work on the show’s associated events 100% Materials and 100% Futures.
It is hoped that as well as reaffirming 100% Design as the commercial hub of the London Design Festival, the latest branding will represent a new approach to the show. Rahal says, ’The brief was to reflect 100% Design’s switch from being product-focused to visitor-focused.’
The campaigns coincide with the appointment of a new panel, to include restaurateur Alan Yau and Wallpaper editor-at-large Henrietta Thompson, who will be responsible for ensuring the calibre of exhibitors are in keeping with the company’s aims.
The campaign work, as well as details about new show content, will be revealed in the spring.