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Absolute Design
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The art of Conference Craft

Posted by: Absolute Design

We recently completed a project for Nottingham Conferences, Nottingham University’s events and conferencing team, to develop a creative campaign promoting their services.

We'’ve already worked with Nottingham Conferences on a number of projects so they approached us with a brief to re-invigorate their marketing collateral, primarily their B2B ad campaign, with a concept that would ‘stand out from the norm’.

With that in mind we produced a range of different creative routes, from which the client chose a couple for us to develop further. The final idea, ‘Conference Craft’, puts the Nottingham Conferences team members at the heart of the proposition. Highlighting how it’s a series of talented individuals, rather than just location and facilities, that make an event distinctive and special. For the client this is the real ‘front line’ benefit of staging a conference at one of their venues.

The core idea is inspired by popular videogames such as The Sims and Minecraft, which require players to manage resources and build their own environments. This proved a good fit with Nottingham Conferences’ ability to tailor conferences and events to suit their customers. We used a ‘pixellated’ isometric visual style to combine the videogaming elements with the representations of the key team characters and their special skills. This was backed up with copy that reinforced the idea of character strengths and how important the team is to making an event successful.

The print ads and website graphics are just the start, we’ll be rolling out more Conference Craft marketing materials and campaigns in the coming months.