British Gypsum asked us to help them launch their new acoustic tiles product at the Surface Design Show 2011. Attended by design-conscious architects and interior designers, the stand had to break away from their restrictive corporate identity guidelines in order to showcase the versatility and attractiveness of this product.
We immediately identified the need to develop a new brand name and a brand marque, which would reflect the qualities of the product. 'Beautiful Acoustics' – with its combination of a softer script alongside a stronger, more clinical font – summed up this functional and aesthetic product, which is used to help absorb, redistribute or reflect sound in venues such as concert halls. The marque also cleverly mirrors the shapes and patterns used in the product, helping people to quickly recognise the range.
Vivid designed and built a striking exhibition space, creating a 4x6m wall made from a rolled aluminium sheet formed into waves – to reflect the creative potential of this ceiling solution. This wall was CNC routed with different patterns from the range and powder coated in the new brand colours with a tactile suede-effect finish. We produced concepts and designs in 3D first, and when the final stand was delivered to site, we held a comprehensive handover meeting with British Gypsum's team.
The New Brand:
Website:
Exhibition stands:
USB:
As it was the first new product launch to break away from British Gypsum's traditional corporate identity, all eyes were on it. And we're pleased to say it was a huge success – both externally and internally. Vivid succeeded in producing something really unique which has now set the standard for all subsequent product launches.
"Comments made during the exhibition by both architects and interior designers were extremely positive and the event organisers themselves were also very complimentary about the 'stand-out' look and style, so much so, that the stand appears in a photo montage used within the 2012 promotional folder for the event! Even better, we have also managed to secure specifications from the exhibition."
"We feel that as a communications platform, we have managed to achieve one of our prime objectives, which is to significantly raise the profile of British Gypsum Acoustic Ceilings in the interiors sector of the industry and also specifically with architects and specifiers." - British Gypsum