Intro
Building on the success of last year’s event, Brit aimed to take the Brit Summer Event to new heights in 2024. This time, the goal was to create an even more impactful and memorable experience. To achieve this, our team collaborated with Monty’s Dog Beach and Bar, and Pet Centar Croatia. Drawing from the insights gained from the previous event, we devised a comprehensive promotional strategy and crafted an entirely new design for the event that brought even more people than the last year.
Brief
From a design perspective, the challenge was to create a fresh, distinct event identity that would stand out from classic design used for current and past Brit campaigns as well, yet remain unmistakably connected to the Brit brand. The design needed to be versatile enough for future use while staying true to the brand’s guidelines. Our task involved creating a cohesive visual identity that included a new logo, posters, promotional materials, branded decorations, social media content, and other printed and digital event materials.
Highlights
One of the biggest challenges for the Brit Summer Event was finding a way to bring together the visual identities of the Brit brand and incorporate them with the beach surroundings of Monty’s Dog and Beach Bar. The goal was to create an event look that felt natural and unified, making sure the event design stood out by clearly being connected to Brit brand.
We also analyzed the target audiences to ensure our design choices would resonate well with event visitors. With this foundational knowledge, we brainstormed ideas and explored ways to merge the two visual identities while maintaining a lively and welcoming vibe. The design had to be responsive and easily adaptable for both digital and printed formats. From there, we developed mood boards that blended elements to strike the right balance between Brit’s boldness and the Summer Event’s beachy feel. The logo was crafted within Brit’s existing logo, with an added serif font that complemented the existing typography while preserving the brand’s identity with Brit’s signature blue color. The lightly textured visuals Brit usually employs were temporarily replaced with white wooden boards to connect to beach houses and bars visually. Allowing the logo a slight angle of 5 degrees gave us space to incorporate additional information, such as the event date or title, seamlessly into the new logo design.
Pictograms
To enhance the Brit Summer Event experience, we created a series of pictograms representing the various activities offered, such as movie nights, competitions, awards, snacks, and more. Pictograms play a crucial role in events like this because they provide a clear, visual shorthand that instantly communicates what each activity entails. They help attendees quickly and easily understand the event’s offerings, regardless of language or age, making the event more accessible and engaging for everyone.
Printed materials
For the printed poster promoting the Brit Summer Event, I used Brit’s brand colors and incorporated a perspective style that matched the visuals used in our social media posts. This consistency across platforms helped reinforce the event’s branding. To make it clear that the event was tailored for dog lovers, we added an image of a dog, which immediately signaled to viewers that this event was meant for them and their pets. To further emphasize the event’s beachside location, we added sand elements to the design. This detail was especially important for placements in areas not near the shore, helping to convey the event’s seaside vibe.
Photography and Video
For the videos and photography used to promote the Brit Summer Event, we focused on capturing a fun and jolly atmosphere that would resonate with our audience. We carefully selected types of photos and video footage that highlighted the joyful interactions between pets and their owners, emphasizing the lively, upbeat spirit of the event.
Social Media
With the idea of maintaining consistency with Brit’s current social media feed and brand guidelines, we applied a warm filter to all photos and used the same color palette and typography. This not only aligned with the existing content but also enhanced the inviting and cheerful mood we wanted to convey. The warm tones and playful imagery helped create a cohesive visual narrative, reinforcing the event’s vibrant and welcoming vibe across all promotional channels.
Launch Event
The Brit Summer Event on August 31st was a huge success, with a significantly larger turnout than the previous year. We carefully integrated visual design across all activities to create a cohesive yet not overwhelming brand presence. The structured event schedule was also designed with recognizable whiteboards, using the same fonts and colors as both Brit and the Summer Event. Activities started at 10:00 AM and continued until 10:00 PM. Lively activities like limbo, the kayak race, and the swimming competition were photo and video-worthy events, which further boosted online engagement. For the Scavenger Hunt, we used cards for participants to find, coloring them in the matching visual identity. The Movie Night featured stickers on popcorn boxes that attendees could share, furthering the event’s identity while avoiding overbranding. These small, thoughtful touches ensured that the event remained visually appealing and recognizable, even when shared on social media by attendees.
Outcome
By aligning the event’s design with Brit’s brand identity, we successfully created a cohesive experience that resonated with both the audience and the brand’s values. The continuous combination of online and offline content not only increased brand awareness and user engagement but also strengthened Brit’s reputation among the pet-loving community. The event’s success extended beyond the day itself, generating positive word-of-mouth recommendations that continued for months, reinforcing Brit’s position as one of the leading names in premium pet products.
