To take everything that was already special about the Southport Flower Show and share it with a new and exciting audience. Without upsetting the many thousands of regular visitors we wanted to refresh and revamp the brand in a way which would capture its established appeal at the same time as reaching out to younger families and the gardeners of tomorrow.
We took the brand of Southport Flower Show and give it a typical Liquid revamp. A new logo and colour palette refreshed everything, while vibrant themes helped to create excitement and a sense of event. Combine this with a social media overhaul and management, a database management and a brand new website and you had a rebranding which retained the tradition and appeal of the original, while creating the excitement normally associated with a brand new event.
Year 1 – Curious Garden
We captured the theme of ‘curiosity’ through the use of CGI that was beautiful and melancholy in equal measure. The imagery was used to simultaneously attract a younger audience, add a sense of intrigue to online advertising and serve as a source of inspiration to the Show Gardeners themselves. The actual show itself then further embraced the theme with the use of fairies, invisible gardeners and the glass ball man. These were hidden around the gardens to be sought out and found by curious and engaged children.
Each of the first three years was given a theme which carried consistently through every aspect of the branding. Each year saw increased growth in the number of people attending the show and in those booking in advance to sample the excitement of the next years. Just like the satisfied visitors, traders and celebrities have embraced the Southport Flower Show in the clearest way possible – by returning year after year. The positive impact was beyond the expectations of everyone involved.
As if all that wasn’t enough, the Southport Flower Show also gained followers on Instagram, Facebook and Twitter, experienced a peak in media interest, particularly pre-show excitement, and served as an inspiration for the organisers of other flower shows who came along to check things out.
The end result was a brand which became a beacon of inspiration and a must-see for new and existing admirers.
SOUTHPORT FLOWER SHOW, GENERAL MANAGER