A Town Called Publicis

Background

Looking for a way to inspire closer cooperation between their five London agencies, Publicis, the world’s third largest communications group, held an inspirational pop-up event on Brick Lane.

A Town Called Publicis was held in an innocuous East London warehouse comprising of a full size 1950’s American street scene, a 1000 capacity dance area, and an array food and drink spaces. Each of the five agencies hosted a store on the main street, giving colleagues an opportunity to browse, engage and get acquainted with their Publicis partners.

Event branding and collateral

Working alongside an experiential team, I developed the event branding based around 1950s American suburbia. The inspirations were the nostalgia and idealism of Americana and the modernist architecture of small-town Marfa, Texas, with subtle nods to film and TV shows such as Pleasantville and the then contemporary Waywood Pines.

I developed a wide range of collateral for the event’s public spaces helping to set the scene, promote Publicis’ inhouse support teams and display scheduled events. I particularly enjoyed creating the detail; a logo for the Publicis Lions, their fictional American football, and a range of posters declaring the citizens of Publicis Town allied against the Red Scare of Communism.

In addition, I created concepts, branding and collateral for two of the agency stores; Spark Brewhouse for Mediavest Spark and Form Mobile for Performics.

Spark Brewhouse for Mediavest Spark

A craft beer brand and fully working bar, with beer from Mondo Brewing, was a perfect fit for Mediavest Spark. I created the bar and brewery branding, using the beer bottle labels as case studies for their major projects.

The brewhouse’s front window became a canvas for a bespoke infographic, detailing Spark Mediavest’s culture and process, and the interior was decorated with posters and bespoke bar collateral.

Form Mobile for Performics

Performance specialists Performics chose a slick, Apple-inspired phone shop to represent them. I named the store, developing its identity to reflect their high-tech credentials.

The collateral I created for the store included faux phone tariffs, which displayed Performics case studies, and a company timeline based on a framed display of iconic mobile phones.

Over 1,000 guests from the 5 agencies made their way through the pop-up to network, learn about each other, and party into the night.