The Book Fair Branding
Helping the hosts of the world's oldest and largest book fair, Frankfurt, to bring a major book event back to the centre of London.
Something cooking in Germany
Our colleagues at Colman Getty had been in very hush hush talks with the client in Frankfurt. A new book fair was coming to London and its major competitor was going to be very upset.
Keeping it under wraps
Before the press got wind of the venture, it needed an identity that befitted its status, that would help it land with a splash in the publishing world. We were primed and ready to pull off something of a coup.
Demand and supply
It was always going to be tricky going head to head with London's existing book fair. But with the support of the UK's major publishers, the organisers pressed on with arrangements, asking us to help them develop a brand for a new and better event.
Speed branding
In just five days we developed a name, marque and visual language for what was to be the biggest news in the book trade for many years. Announcing it in the trade press, we unleashed a brief but intense debacle that ultimately saw the venture spiked.
Honourable retreat
When it was eventually announced to the trade, a dramatic tussle, worthy of any great fiction, ensued. Our client ultimately stepped aside honourably, happy in the knowledge that their aim of restoring the book fair to central London had been achieved.