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Event Branding, brand presence, signage, pageantry, flags and banners, environmental graphics, look and feel, the Look of the Games. Whatever you call it, Event Branding is what makes an event look like an event. It's the backdrops against which athletes perform, the signs that stake the claim of the sponsors, and the decorations that express the joy and welcome of the hosts. With an unrivalled experience in multiple-venue events and understanding of Australian market conditions, Grierson* has a reputation for delivering value for money, design that works, and branding systems that are appropriate to event and other environments. |
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Featured projects Melbourne 2006 Commonwealth Games
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Melbourne 2006 Commonwealth Games In mid-2004, we were engaged by the Melbourne 2006 Commonwealth Games Corporation (M2006) to prepare a strategy document that would show the way forward for their Look program - including a detailed scope of work, budget and delivery methodology. Starting with a blank sheet of paper, Grierson* undertook a program of interviews with internal and external stakeholders, identifying key deliverables, potential issues, gaps and overlaps with other program areas and funding parameters. Following further research and consultation with M2006, a report was prepared and presented to senior management. Completed in eight weeks, the 100-page final report included a comprehensive budget, element briefs and sketches for a 'Kit of Parts', staffing and resource plans and detailed scopes of work for three major venues. This blueprint document has become the basis of the strategy now being implemented by the M2006 in-house Look team. |
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Rugby World Cup 2003 National Banner Program In 2003, the Australian Rugby Union (ARU), as Host Union for the Rugby World Cup 2003, undertook one of the most extensive programs of street banners ever organised in Australia. The ARU first engaged Grierson* in late 2002, to research banner opportunities and establish a range of cost and location options. Once the scope and format of the program was approved, we were contracted to manage its detailed planning and delivery. This unusually complex program involved producing more than 33 different styles of banner, to suit the various requirements of 23 pole-owners in the ten cities hosting Rugby World Cup matches. The involvement of 9 sponsors added more complexity and timing issues, and a tight production timeframe required the coordination of 5 banner manufacturers to produce more than 3400 banners in just 5 weeks. An extended 8-week display program also required contingency strategies to deal with potential theft and weather damage. By working closely with marketing agent IMG to maximise sponsor value and involvement, taking full advantage of existing internal resources and implementing a competitive procurement process, we were able to deliver the program on behalf of the ARU for substantially less than its original budget. Praised by sponsors and enjoyed by people around Australia, the program successfully contributed to a highly consistent and festive image to the event throughout the country. |
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Venue signage & dressing
Dressing packages for 11 match venues and a major media facility - combining standard 'Kit of Parts' elements, national flags and a range of individualised graphic treatments - were centrally planned, designed and procured by Grierson* in Sydney. They were then despatched to the ARU event teams at each venue, along with detailed installation notes, to ensure easy and consistent implementation at all venues. For efficency, the planning and delivery of the dressing and the wayfinding programs for the venues were fully integrated. With a focus on pro-active scope management, 'fit for purpose' products and competitive procurement, the core program was achieved significantly under budget, allowing the ARU to expand its branding program in other areas. Other projects for Rugby World Cup 2003:
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Sydney 2000 Olympic Games Suzy Grierson was SOCOG's Program Manager for the Look of the Games for the Sydney 2000 Olympic and Paralympic Games. For the Olympics, Suzy's direct responsibilities extended to 37 competition venues, the Sydney Olympic Park and Darling Harbour 'common domain' areas, 5 major non-competition venues, some additional 60 minor venues, and city and airport programs in four interstate football cities. Following a secondment from SOCOG to the 1996 Atlanta Olympic Games, Suzy managed SOCOG's Look program from start-up through its research, design, documentation, production and implementation phases. At SOCOG, Suzy recruited and managed a team of 20 people, undertook extensive direct liaison with government agencies, international Olympic organisations and sponsors, and successfully managed the program's $15 million budget. The Sydney 2000 Look program was widely admired, and specifically praised by the International Olympic Committee (IOC) for establishing a new standard for event identification programs. In recognition of her contribution to the Games, Suzy received a personal commendation from the IOC President. Sydney 2000 Look Program statistics:
Other projects for Sydney 2000 Olympic Games:
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Sydney 2000 Paralympic Games Suzy Grierson and her team were also responsible for the design and delivery of a comprehensive Look program at the 2000 Paralympic Games. A huge event in its own right, the Paralympic Games took place just 17 days after the end of the 2000 Olympic Games. Extensive planning was required to ensure that branding elements were available on time and that the venues and fields of play were successfully transformed for their Paralympic use. From the outset, products for the Olympic Games were designed so that they could be re-used, re-branded or re-configured for use at the Paralympic Games. In addition, a range of new dressings were produced to meet the particular requirements of the Paralympics and give the event a fresh and distinctive image. In contrast to the Olympics, sponsor-branded signage was incorporated in the field of play signage at the Paralympic Games, requiring the Look program to work closely with the Sydney Paralympic Organising Committee's (SPOC) marketing team to develop and implement sponsor signage packages. Other projects for Sydney 2000 Paralympic Games:
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Hollywood Fashion Tape retail outlet The Useful Chick Stuff Company (UCSC) is the Australian distributor of Hollywood Fashion Tape and a range of other niche fashion products. During 2004, UCSC conducted a 6-week trial of a new retail concept in the T2 Domestic Terminal at Sydney Airport, and engaged Grierson* as a signage and branding consultant. The use of strong colours and large-scale graphics made an immediate impact in the airport environment, and had a high level of brand recognition by customers. By using an existing cart on loan from Sydney Airport and specifying inexpensive signage materials, we were able to minimise the cost of the trial overall. The airport trial is now being used as a basis for UCSC's future point-of-sale and retail concepts development. Other projects for Useful Chick Stuff:
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Sydney Car Market In 2004, Grierson* was commissioned by Australian Car Markets (ACM) to prepare a Signage & Overlay Plan for the Sydney Car Market. This weekly market, designed to provide a unique venue for private car sellers and buyers, was to be established in the P4 Car Park at Sydney Olympic Park at Homebush Bay. Following a short program of research and consultation, we produced a comprehensive plan which detailed an integrated program of banners, tents, wayfinding signage and traffic management signs, and which was successful in assisting ACM to gain development consent for this project. We were also pleased to be able to introduce ACM to graphic designer Coast Design, who went on to develop a complete identity program for them. |
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Other events and projects Grierson* has also acted as an expert Look and Wayfinding consultant on the following projects and events:
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