Inspiring performance at Wella Global Conf. 2015

What we delivered

Creative strategy, identity creation, graphic design, full project management, film production, animation, venue sourcing and management, technical production, film editing, app creation, flights, logistics.

The Challenge

The Global Distributor Conference had run as a successful annual event since 2012; this would be the fourth Global Distributor Conference to take place. The structure and format of the event was well established and worked well, but risked becoming formulaic. With the majority being repeat attendees, the event needed to regain the element of surprise. 

Formal and informal networking opportunities between distributors and P&G employees had become predictable and ineffective. As a brand that inspires new trends with a passion to carry hairdressing into the future, the event needed to usher in a new era experience.

The Solution

MCI set about creating a refreshed, bold event identity with a clear business call to action. It would be full of confidence, bright, inspiring and a real change in tone. “Claim the Future” heralded a new vision. The adoption of second screen interaction would see for the first time a dedicated event app. This new platform would enable distributors and P&G employees to start and contribute to conversations, meet virtually to vastly improve networking and family bonding in the real world. 

The Sofitel Victoria, a five star property with leading interior design and style would immerse distributors in the style and artistry so important to the event experience. MCI contracted the venue, event spaces and accommodation for P&G employees, distributors and event staff, negotiating a 50% reduction in costs to maximise the budget. MCI further handled all global travel for attendees travelling from as far as Asia and Latin America.

Lasting Results 

MCI merged the event identity with the Wella brand portfolio guidelines, creating complimentary identities and schemes for all digital and print applications. An event registration site, event app, branded You Tube channel, film production, screen presentation templates, set and stage design, awards identity, badges/lanyards and new elements including ‘polaroid’ style frames to capture and share moments via the app. This applied the brand identity consistently.

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Case Study

Salon Professional / Wella - P&G

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