Building the reputation of one of Australia's most trusted brands.
Dulux is well known as Australia's most trusted paint brand. As an industry leader in colour, their annual Colour Awards is a highlight of the architecture and design calendar and a great platform to create ambassadors for the Dulux brand. Freckle was approached to work on the event creative direction.
Project Goals
The colour awards caters for a unique mix of professions, from the structural and functional, to the colourful and creative. The challenge was to create a concept which celebrated this melting pot of talent and was also versatile enough to work across all event collateral – digital and printed – from invitations and email marketing, to press and online advertising as well as room theming.
The client's biggest concern was ensuring the annual event remained fresh and on trend to continue to attract and retain ambassadors for the Dulux brand. Budget was limited so a scope of work was developed to ensure funds were spent on elements of the campaign which would have the greatest impact.
Campaign Elements:
- Creative and Art Direction
- Web design and development
- Email Marketing
- Print Management
Our Approach
By working collaboratively with the internal Dulux marketing team, we developed a creative concept based on the one central idea – Reflecting Form. We designed a visual that celebrated the inextricable relationship between form and colour by utilised imagery and theming that appealed to the both the creative and
style-savvy audience.
The campaign collateral had to be applied to the actual event so the final graphics and concepts would have work in an experiential space, complementing both the AV and live acts that perform during the Awards. We also flowed this theming through the PR/social media channels with the use of media walls and video.
The design was transformed into three dimensions by our animators, bringing depth and dynamism to digital platforms as well as the event space, where the rotating prism was projected over the main presentation area.
Freckle continue to work with Dulux on the Colour Awards, helping to evolve the concept annually.
The Result
Communications over the duration of the campaign were clear, timely and engaging, resonating with a design-savvy audience and creating a buzz around the event which ensured a positive experience of the Dulux brand. All achieved on a strict timetable and budget.