Banging the boomwhacker for ‘One Team, One Dream’

“Silverback are always positive, eager and enthusiastic in delivering a great creative, whatever the brief. Mal and his team take their time to get to know your brand, develop a great working relationship and are quick to deliver, even when deadlines are tight. Silverback think outside the box and meet expectations with great design outcomes.” #Troopwork

Jonathan Kay

Partner Communications Manager, Utility Warehouse

Discovery

Every year, Utility Warehouse holds a huge event called Express Day at The Telford International Centre, attracting over 10,000 people, for Partners run by Partners! Some of the most successful Partners in the business share their success tips, methods, and stories. It is considered a ‘must not miss’ event in the Utility Warehouse calendar. We were delighted to be asked to create graphics for the theme ‘One Team, One Dream’ for the 2018 event. The company had realised that 35% of new Partners were Millennials and 60% female. With this in mind the event needed to be branded in a more youthful, fun and fresh style, away from the more traditional approach of previous years.

Exploration

The idea was to get Partners and HQ working together, with the theme ‘One Team, One Dream’ promoting togetherness and achievement. Initially, we shared a few different ways of bringing this to life and together we selected the one we thought was strongest and most aligned with the brand. We knew from previous years, what a huge venue Telford International Centre was and that the graphics would need to work hard to fill it! The idea was that each Partner had their own personal goals and dreams, for example, more time with the kids, a family holiday, mortgage payments or retirement.

The collective ‘dream’ would be for all of those to become a reality and to achieve them together. We created a distinctive event logo and visual style using bold typography and aspirational photography, which was then rolled out across numerous items including banners, signage, on screen displays, tickets, goody bags and giveaways as well as display stands for Porsche, Mini and BMW. You name it, we branded it!

Creation

This was a real example of Troopwork® in action! With so many items to produce and new ones added to the list every day in the build up to the event, we had to work very closely with the team at UW. The venue was full of excitement and you could really feel the ‘togetherness’. The graphics jumped out and reinforced the ‘One Team, One Dream’ message. There was even an attempt to break a Guinness Book of Records attempt for the world’s largest wall mural (the Dream Wall – which they achieved!) Whoever said corporate events are dull?