DESIGN INDABA 13: "DESIGN INDABA CREATIVE WORLD CUP" Design & Branding by The Jupiter Drawing Room South Africa

Category: Large Scale Corporate Identity Schemes
Advertiser: INTERACTIVE AFRICA
Product/Service: DESIGN INDABA 13
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room South Africa)
Creative Director - Design: Joanne Thomas (The Jupiter Drawing Room South Africa)
Creative Director: Livio Tronchin (The Jupiter Drawing Room South Africa)
Design Group Head: Brandt Botes (The Jupiter Drawing Room South Africa)
Designer: Alex Hayn (The Jupiter Drawing Room South Africa)
Copywriter: Annabel Slingsby (The Jupiter Drawing Room South Africa)
Media placement: Magazine - Post / Hand Delivery - November 2009
Media placement: Poster - Post / Hand Delivery - November 2009
Media placement: Print - Magazine & Newspaper - November 2009
Media placement: Animated Intros - Design Indaba 13 Conference - November 2009
Media placement: Sample Cards - Design Indaba 13 Conference - November 2009
Media placement: Programmes - Design Indaba 13 Conference - November 2009

Describe the challenges and key objectives
Our objective: to increase visitors to this year’s expo. Inspired by the World Cup we decided like sport, creativity deserves an international arena, and billed Design Indaba 2010 as ‘The Creative Playing Field’. Conference speakers became the international touring team; to take them on we launched a competition to determine a local host team. By announcing the team at the expo we’d incentivise contenders to attend, meeting our objective. Our next challenge was getting a significant number of consumers to enter. Our final challenge: to uphold Design Indaba’s established corporate identity yet make it work with our 2010 sporting theme.

Describe the brief from the client
Known mainly for the annual design conference and expo that it hosts, Design Indaba aims to push South Africa’s creative industries to new heights. Design gurus and their fans from all over the world gather to learn and share work at the annual conference. We were tasked to come up with a concept and accompanying look and feel for this year’s conference and expo.

Describe how you arrived at the final design
To capture the emotion and temperament that surrounds big sporting events we looked to sports competition imagery. Team colours, football jerseys, bright scarves, fabric badges, Astroturf and grandstands; and when it came to copy, clear, simple messaging that put out a competitive challenge and spoke to team allegiance. Our final corporate identity was consistently depicted in key colours and in keeping with the fervour of an international sports event.

Give some indication of how successful the outcome was in the market
Two weeks before the conference began it was sold out. Delegates repeatedly asked event coordinators for programme duplicates to take away as keepsakes. With speaker intros, banners and a trading card programme announcing the All Stars presence, speakers are still being referred to as All Stars long after the event, and the annual Design Indaba Conference is now known as the ‘Creative Playing Field’. The ultimate testament to success - being named the third best conference in the world by Business Week.