Hotelympia
Fresh Montgomery

The events group enlisted us to rebrand their huge Hotelympia show and provide a wide range of marketing materials.

Brief

Following our work for major London events such as the London Wine Fair, the organisers of Hotelympia (Fresh Montgomery) asked us to create a new logo for them that could be further evolved into a change of name to ‘HRC’. With the show moving from Olympia to ExCel London some time ago, it was decided to adopt a throwback to the exhibition’s original name of Hotel, Restaurant, Catering (first held in 1935). The branding and strapline needed to reflect the history of the event but also the future of the hospitality trade.

The concept for the overall show then developed to include four new shows within the one show, keeping the brand competitive against smaller boutique events attracting increasing numbers of visitors and exhibitors. We worked with Fresh Montgomery to create new brands for each of the sub-brand areas.

Execution

Our design team created an elegant ‘H’ marque, complemented by a modern font with a nod to the Art Deco era, embracing a clean, uncluttered design that stands out among sponsor and exhibitor logos. They then created four separate brands to feature within the overall show, which worked both as stand-alone logos and as a suite. This was supported by light, airy photography featuring the variety of markets within hospitality.

Other work on the project included a modern homepage, highlighting key aspects of the event; a newspaper introducing the sub-brands and showcasing seminars, workshops and speakers; flexible email templates showcasing the new brands and features in the run-up to the show; and branded, functional signage.

We worked with renowned specialist food and drink photographer Brendan MacNeill to create a set of images that would work alongside the new branding. His expertise brought our photography brief alive as we looked to introduce movement and energy into the shots.

We also created a sales brochure presented as a ‘Manifesto’ showcasing the organisers’ thought leadership and commitment to the future.



Result

This large exhibition is biannual and, at Hotelympia 2018, 35% of exhibitors signed up for HRC 2020 – an outstanding percentage given the change of name.

Two of the sub-show brands at Hotelyympia were so successful that they have been extended to be stand-alone brands showcasing and replacing The Great Hospitality Show in Birmingham. And we have now been asked to work on the branding of the group’s ScotHot show too.