The consultancy was appointed in November 2010, having been approached to make a credentials pitch on the strength of previous work.
Matt Utber, founder of The Plant, says, ‘Visually, the old brand and the acronym [AAF] didn’t work – it could have stood for anything.’
He adds, ‘Our primary concern was to modernise it and make it more relevant.’
Initially, The Plant carried out workshops in order to ‘distil the message’ of the brand. It then created a new visual identity and brand guidelines for it to later be applied in-house.
Utber says, ‘We wanted to unify everything but also give it flexibility. We created a system that can work with any of the markets and sit with any of the campaigns across the world. We tried to establish a sense of the unique personalities across the regions but also a consistent brand spanning all of their fairs.’
The consultancy modified the current bright pink and black palette, using a different shade of pink and a dark grey, and also retained the square graphic.
The identity will be shown across all collateral including marketing materials, posters and online. The Plant is currently pitching against three other groups to create a new digital strategy for the brand.