|Change market perception||Grow the business|
|Reach new audiences||Increase engagement and loyalty|
In 2014, Quintain completed the development of the area around Wembley Stadium to create Wembley Park.
As part of this development, six diverse partners were brought together to collaborate with Stream and create a one-stop initiative offering event organisers a new way of accessing Wembley’s unique event spaces, launching Destination Wembley in March 2015.
The first stage of the project was to create a brand identity and name for this cluster of venues. Wembley has been hosting iconic British events since it was first established 1792, giving the site a huge amount of heritage. Today, the six venue partners – The SSE Arena, Wembley; The Drum at Wembley; London Designer Outlet; Wembley Park; Hilton London Wembley and Wembley Stadium connected by EE – each offer state-of-the-art conferencing facilities, which range from large-scale banqueting halls in the Stadium, The Drum and the Hilton to the historic interior of The SSE Arena, all just 20 minutes from the West End with fantastic connections to key London airports.
We used the heritage of the area as inspiration for the identity, with nostalgic colours and a Wembley ‘wave’ as influence for the “W” motif.
We identified three key words as headlines to describe the event cluster across all materials: Iconic (the home of great events), Venues (unrivalled collection of spaces) and Connected (19 minutes from central London).
To depict the mix of strong brands, we created a logo strip that listed the brands in alphabetical order and that can be used across all materials regardless of format or size.
The venues are set within 70,000m2 of expansive public realm, which can be hired and shaped to create a spectacular multi-venue offering. It was important that the materials created reinforced the message of how iconic and diverse the event spaces at Wembley are, with the ability to host single and multi-venue events from board meetings to pop-ups, and trade shows to international conferences.
The identity was captured in a set of comprehensive guidelines covering use of the logo, the logo strip, colours, typography and the visual language. The identity was then applied to a standard set of stationery and marketing materials, including the design and creation of a marketing brochure, client event case studies, a PowerPoint presentation, a roller banner and an exhibition shell scheme, as well as a dedicated website for booking enquiries, www.destinationwembley.com.
Destination Wembley now has a comprehensive set of event marketing materials that are targeted to their intended audience, that address the common misconceptions about the area and act as the selling tools for London’s Event Capital.
Brand positioning and framework development
Identity creation and implementation across print, web and events
Multi-channel campaign rollout