The Brief
To develop a bold, future-facing creative concept that captures the rapid evolution and real-world impact of big data, analytics and artificial intelligence. The campaign must speak directly to senior IT leaders, data scientists, engineers and enterprise-level decision-makers — showcasing the Expo as the UK’s leading event for cutting-edge data and AI technologies.
The creative needs to highlight the transformative power of data and AI across industries, while establishing the event as a must-attend platform for innovation, networking and thought leadership. It must be visually striking, adaptable across digital and print and drive pre-event interest, registration and live engagement.
Design Approach
Our process began with strategic insight into audience motivations and key industry trends — from ethical AI and predictive modelling to machine learning at scale. From this foundation, we developed a suite of creative concepts built to resonate with a technically sophisticated audience, while cutting through the saturated tech-event space.
We explored multiple visual and narrative routes, each designed to reflect the Expo’s core themes — intelligence, transformation, scale and possibility. Once a concept was selected and refined, it was developed into a flexible toolkit for full campaign deployment.
The final creative was applied across the entire suite of event communications — including digital advertising, social media content, registration assets, e-shots, printed materials, press campaigns and on-site signage. Every touchpoint was designed to maintain consistency, maximise impact and deliver a compelling journey from discovery to attendance.
