The Challenge
RIO is among a number of high profile organisations which has joined forces in a pioneering project to regenerate the historic Devonport Market hall into a digital innovation hub. There will be a ‘hatchery’ for new digital and gaming firms, a testing ground for established companies and a unique visitor attraction. To raise awareness of this exciting and imminent new development, RIO conceived an annual open day event called Digital Futures. Our challenge? Develop the brand and creative for a tactical campaign to drive awareness and footfall for the event.
The Solution
Working in partnership with RIO’s marketing team, we created a flexible identity and visual language that took a retrospective look back at the origins of gaming. We partnered contemporary fonts with vivid colour palettes and nostalgic pixel driven gaming graphics to create a memorable identity that resonated with the target audience and enthused the many stakeholders involved in the project. We also worked with RIO’s team to roll the identity through to a number of media channels.
The Results
The first Digital Futures event was a resounding success - over the course of the two-day event, footfall exceeded visitors expectations by over 42% and increased overall awareness of the Devonport Market Hall development by 70%.
