The consultancies say they both pitched initial concepts to 100% Design owner Media 10 based around the concept of balance.
Media 10 then asked them to work together on the branding, with Form developing the visual marketing and Thomas Matthews developing the look and feel and layout of the show.
Form worked with photographer Sara Morris and stylist Sandy Suffield to develop the campaign for 100% Design, which features different products from the show all stacked up and balancing on each other.
Form partner Paula Benson says, ‘Everything was created in real life for the shoot. Some of it might have been held up by props that were airbrushed out, but all the installations actually existed.
‘We set ourselves a real challenge – but for it to look real it had to be real.’
Form’s campaign will be used in online and print material, and the consultancy is now working with Thomas Matthews to look at how to bring the creative balance theme to the show, which will be held at London’s Earls Court in September.
Alexie Sommer, director of communications at Thomas Matthews, says, ‘We’re looking at how we can interpret it on the show floor.
‘This year’s creative is very different from last year’s [by Shaw + Skerm], which was very graphics-focused. This year’s is very colourful and full of energy.’
Thomas Matthews is working on the show layout, signage and installations, and Sommer says, ‘There will be some very exciting surprise moments.’
This year, 100% Design is moving from Earls Court 2 to the larger Earls Court 1, and will feature a larger international section, according to Sommer.
The show will still have distinct areas for interiors, office, kitchen and bathroom, as well as eco, design and build, and the Emerging Brands section will be presented as arcades running through the centre of the show.
100% Design will be held from 18-21 September.