In May 2017, TrueStart's annual flagship retail and consumer conference – R:Evolution took place for its fourth year. On this occasion the event took place in the iconic Tobacco Dock in East London, and brought together the leading lights of the industry to answer the big retail questions, and provide a platform to plug into the latest industry thinking, experiences, tech and innovation.
Among the keynote speakers were Cristine Hunsicker, CEO and founder of Gwynnie Bee, the plus size apparel subscription service, Zach Ware, who was was part of the team that built Zappos, and Simon Ward, researcher at Leading Edge Forum.
Our task was to produce a new visual identity for the event, that could be implemented across a broad range of collateral, from large format banners and stage backdrops, to name badges and email marketing templates, giving the day a unique look and feel that set it apart from previous years.
The identity for R:Evolution 4.0 was derived from the :E logo watermark, which was elongated and set on an angle to indicate the dynamism of the event. Colours were taken from the pre-existing colour palette, but used in combination to provide a fresh and modern backdrop.
“Aviary Creative worked really hard to make sure this year's R:Evolution event looked incredible and ensured we kept our brand fresh, relevant and ahead of the curve. As we approached the go-live date, things got exceptionally busy. Aviary handled the tight timeframes, and, dare I say it, event mania, brilliantly.”
Kim Visser, Head of Marketing and Communications, True.
In addition to the collateral that appeared at the event, we were also tasked to produce a series of pre and post event emails to inform invited guests of the speaker line-up, schedule of the day, directions to the event, and to instigate RSVP's, etc. We also collaborated with the contextual video platform – Photospire – in order to deliver personalised email video content to all attendees in the build up to the day.