The Brief
To develop a bold and engaging creative campaign for Smart IoT London — the UK’s premier event for connected intelligence, edge computing, and real-time data innovation. The campaign must resonate with a diverse audience of IT leaders, data architects, smart city developers, engineers and enterprise decision-makers, positioning the event as the place to unlock the potential of intelligent connectivity.
The creative must highlight the scale, impact and practical applications of IoT across sectors such as infrastructure, manufacturing, energy, logistics and the public sector — while aligning visually and thematically with the broader Tech Show London ecosystem. It should be dynamic, future-facing and easily deployable across all touch-points: digital, print, email, social, OOH and on-site signage.
Design Approach
Our starting point was a strategic review of IoT’s evolving narrative — moving from experimental tech to enterprise-critical infrastructure. This led to the development of a range of creative concepts that communicated Smart IoT’s role as the connective hub where strategy, innovation and technology converge.
The selected creative direction paired sleek, data-driven design with bold messaging that framed Smart IoT as a platform for progress — showcasing not just what’s possible, but what’s already happening. Visual language was inspired by networks, nodes and flows of information — a reflection of the technology itself.
Once approved, the core concept was applied across all channels: online ads, emails, digital banners, social assets, video stings, printed materials and on-site graphics including stage design, signage and directional branding. The result was a clear, cohesive and forward-facing campaign that placed Smart IoT London at the heart of the connected future.
