B2B Visual Branding Case

PICNIC Bring a Blanket

Client: Bohemia:

Guido van Nispen Marco de Boer Melissa Agostino Henry Tyminski

Situation In 2006 a committee received budget from the City of Amsterdam to launch the Cross Media Week. This was planned to become the first internationally orientated online and media event where innovation, creativity and technology came together. The initial name Cross Media Week was –euh- a bit weak. We came up with PICNIC as the alternative for the name of the event.

Target • The first year had to be smashing. PICNIC wanted to be on the

map as the best, most exciting and inspiring event of the year.

• Recruit 1,500 visitors.

Target group

• Innovation managers

• Media specialists

• Creative community

• IT professionals

• Corporate companies

Strategy Since a goal is to reach creative AND business people we changed the name to PICNIC. A picnic is a place where things happen on a more equal level. Next move was to develop a striking theme. To launch a strong visible concept you need to stay close to the idea. Nobody connects a picnic to a business and innovation fair. Solid branding was required.

Concept At a picnic everyone is equal; visitors and speakers meet. There’s no hierarchy. Everyone shares his inspiration and ideas and brings something of his own. So why not a blanket? Bringing a blanket implies you have to do something to add to the success of PICNIC. Feel free, bring a blanket and make it a party.

MediaAdvertisements, billboards, online, newsletter, POS material.

Visuals PICNIC06 Bring a Blanket

PICNIC07 Uncork your Brain

Corporate ID PICNIC06 carved into a tree suggests handmade and personal commitment to the place and moment

Billboards PICNIC06 Bring a blanket.

Banners PICNIC06 Online marketing

Event PICNIC06 Westergasfabriek

Corporate ID PICNIC07 made of fur suggests the warm and approachable atmosphere.

Billboards PICNIC07 Uncork Your Brain!

Billboards PICNIC07 Uncork Your Brain!

Event PICNIC07 Westergasfabriek

Results More than 500 attendees and 1,700 visitors went to the public events in the very first edition. It was the buzz of the season.

With the second edition of 2007 the number of attendees and visitors climbed to a ground breaking 1,100 and 2,800.

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Results Further Years Following the huge success of the initial branding we were invited to continue the theme for the following years.

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Make a Mark. For more information: Hugo Kalf hugo@bohemiaamsterdam.com

Bohemia Amsterdam Generaal Vetterstraat 72-a 1059BW Amsterdam, Netherlands

+31 [0]20 42 33 555 bohemiaamsterdam.com