The Brief
Our goal was to develop a bold, future-facing creative concept that captures the rapid evolution and real-world impact of big data, analytics, and artificial intelligence. This campaign needed to speak directly to senior IT leaders, data scientists, engineers, and enterprise-level decision-makers. It also aimed to showcase the Expo as the UK’s leading event for cutting-edge data and AI technologies.
The creative had to highlight the transformative power of data and AI across industries. At the same time, it established the event as a must-attend platform for innovation, networking, and thought leadership. Additionally, the design required flexibility to work across digital and print, driving pre-event interest, registration, and live engagement.
Design Approach
We began by gaining strategic insight into audience motivations and key industry trends—ranging from ethical AI to predictive modelling and machine learning at scale. From there, we developed a suite of creative concepts tailored to resonate with a technically sophisticated audience, while cutting through the saturated tech-event space.
We explored multiple visual and narrative routes, each reflecting the Expo’s core themes of intelligence, transformation, scale, and possibility. After the client selected a concept, we refined it and developed a flexible toolkit for full campaign deployment.
The final creative was applied across all event communications—including digital advertising, social media content, registration assets, e-shots, printed materials, press campaigns, and on-site signage. Every touchpoint was crafted to maintain consistency, maximise impact, and deliver a compelling journey from discovery to attendance.
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