How do you make something for nothing?

THE COLLECTIVE is a collection of three shows, The Las Vegas Antique Jewelry and Watch Show, American Gem Trade Association, and PREMIER. Both Las Vegas Antique and AGTA existed and have happened before but never together, and PREMIER is a completely new show that has never happened before. PREMIER and Las Vegas Antique are owned by one company and AGTA is owned by another. So, the question becomes, how do I brand something that has never happened before and also work across three teams (two internally and one externally). Further how do I advertise for three different types of shows, antique, loose gemstones, and branded designer fine jewelry, within one overall theme? And finally, how do I ALSO brand another brand new show within that and on it’s own?

THE COLLECTIVE HOUSE AD

Before anything else, I had to establish the look and feel of THE COLLECTIVE, and what better way to do that than a house ad? Broken up and faceted images are used to reference the idea of gems, something involved in all three shows. This ad is the most effective solution because it shows many different images allowing for room for two images per show plus an extra box that can be changed out depending on where the ad will be used (if in a gem publication we can use the extra space for a gem-etc). Also the intersecting of the images makes them cohesive and comments on the intersecting of all the shows at THE COLLECTIVE. A simple san serif combined with a classic serif typeface are employed as to not make the ad overwhelming and compete with the images and show logos.

PREMIER BRANDING

After THE COLLECTIVE branding was settled, PREMIER had to be realized. After the logo was finalized we moved to a house ad. Again, this has never happened before so we needed to be sure to show a lot of images and a decent amount of text. We needed to find a balance between info and imagery and not overwhelming the viewer. Since PREMIER is being branded alongside THE COLLECTIVE we had the benefit of being able to keep the branding similar using the same typefaces and also usage as black instead of a color.

PREMIER: Introducing the brand

Continuing with hand drawn illustrations and clean yet bold black and type, the Welcome Kit to singed and prospective exhibitors serves to introduce the brand. It could be the first contact an exhibitor has with the brand so it had to be kept clean and to the point. My personal illustrations were carried over to humanize the clean and elevated aesthetic. This must also reference THE COLLECTIVE’s style since it is a show within the group. COLLECTIVE imagery is used and the black and white usage also references the umbrella brand.

INTERPLAY OF BRANDS

Again, the interplay between PREMIER and THE COLLECTIVE, we employed this header in our “registration is open” email to attendees so they could draw the parallel between the two new shows.

PREMIER: ADVERTISING WITHOUT IMAGERY

While some imagery can be borrowed from exhibiting designers, events that have never existed before pose a new question. How do we advertise for an event that doesn’t exist without using imagery? I employed personal illustration with a basic san serif font and a fun hand-made header font.

PREMIER: CONTINUING THE ILLUSTRATION

Continuing with my own hand drawn illustrations to fill space where an image may be and combining it with brand typefaces makes for clean branded materials.