London Design Fair — Campaign 2016

  • Joe Russell
This year’s campaign focused on the show’s changing name from Tent London to the London Design Fair, and its expansion to three floors. We designed the full annual campaign across print, digital and onsite wayfinding and signage.
We heroed the distinctive Klein blue, to build brand recognition and consistency; we pared this with black and white only, for ultimate impact. We also featured empty shots of the new third floor through the campaign, instead of products, featuring the logo heavily.
Wayfinding worked in tandem with Kangan Arora’s installation, showcasing colour, texture and shape; and reinforcing the London Design Fair’s new circular logo.
We also redesigned the website, focusing on the wealth of imagery, and putting these front and centre. This image rich online resource acted as a counter to the minimal show guide.