Glasgow Science Centre (GSC) offers a unique and versatile events venue, hosting a wide range of events each year - including conferences, exhibitions, awards dinners and receptions.
Maguires were appointed to refresh the brand identity and develop a creative campaign and targeted digital marketing plan to raise awareness of GSC’s event spaces.
We wanted to create a greater visual connection between the event sub-brand and the Glasgow Science Centre (GSC) parent brand.
To achieve this, first we decided to drop the orange colour from the event brand palette - reverting to the instantly recognisable brand colours of GSC. This simple colour switch immediately gave a greater sense of place to the brand.
We wanted to widen the appeal of events at GSC, so we removed the word ‘corporate’ from the brand identity.
We then brought the GSC logo into the new events brand as part of a new logo lock-up, available in both portrait and landscape iterations.
Included within this new logo lock-up were a set of brackets surrounding the word ‘Events’. Not only did it provide the obvious distinction that this was a sub-brand – ‘Glasgow Science Centre (Events)’ – but by using squared brackets, it made it more architectural, representing the range of unique spaces available within which to host your event.
However, we still needed the brand to communicate ‘corporate’ without saying it. The result had been staring us in the face – or rather hanging from our neck.
Having designed the logo lock-up to fit neatly within the lanyards worn by the event team, we decided that the lanyard itself should be part of the brand. It immediately provided the visual cues that we needed.
Finally, we produced refreshed designs for each of the delegate packages on offer, as well as on-site branding, brand guidelines and asset pack for the internal team.
With our newly developed brand identity, we now had a strong visual style that could clearly communicate the ‘where’ and the ‘what’ of Glasgow Science Centre Events.
When it came to the digital marketing campaign, we also wanted to communicate the centre’s two unique selling points: science, of course, but also fun.
By creating a range of playful science-based headlines we were able to highlight the unique science-based setting of the events spaces, while also keeping true to that sense of fun.
These headlines combined perfectly with our new brand style, creating an impactful copy-led campaign.
We created a wide range of digital assets for the campaign, from simple static executions to a series of more detailed 15 sec videos, utilising motion graphics and various edits of event footage to help showcase the spaces in all their glory.
We also adapted a cut of the main campaign video to run on GSC’s iMax screen – the largest cinema screen in Scotland.
Lastly, the creative asset pack was accompanied by a detailed marketing strategy for the internal team to implement across all paid-for social activity.
