The Brief
Smart IoT London is the UK’s premier event for connected intelligence, edge computing, and real-time data innovation. We were tasked with creating a bold, highly flexible campaign. It would engage IT leaders, engineers, smart city developers, and enterprise decision-makers. The goal was to position the show as the top platform to unlock intelligent connectivity’s power.
The creative needed to reflect IoT’s scope, impact, and real-world use across sectors like infrastructure, energy, manufacturing, logistics, and the public sector. Moreover, the campaign had to align with the wider Tech Show London family. It also needed to perform well across digital, print, email, social, out-of-home, and on-site signage.
Design Approach
We started by exploring IoT’s evolution—from an experimental concept to essential infrastructure. This shift shaped our creative direction. We positioned Smart IoT London as the hub where technology, strategy, and innovation converge. From the start, we crafted messaging to speak clearly to the show’s diverse audience. Additionally, this approach boosted the brand’s clarity and credibility.
Visually, we designed a bold, data-inspired aesthetic featuring clean lines, flowing nodes, and structured networks. This style reflects the architecture of connected systems. It worked well across all formats: digital banners, social ads, email marketing, printed materials, video stings, and on-site signage including stage branding and wayfinding.
This project serves as a prime example of exhibition and event advertising built on strong positioning. The campaign proved impactful, forward-thinking, and seamlessly integrated into the Tech Show London ecosystem.
