Date
June to September 2002

Client
The UK Department for International Development

Project
Logo, banners, posters, press-pack folders, brochures and case study flyers, calendar, stationery, fully interactive website, multimedia presentations and supporting documents including labels, stickers and advertising posters

The aim of the project was to attract large crowds and in particular the media to the UK exhibition stand at the Waterdome, during the Earth Summit in Johannesburg in September 2002. Our brief was to promote the idea of ‘sharing knowledge about water between people across the globe’. Our vision was to symbolise the notions of life, people, world, connections and water into a consistently branded modular stand with additional supporting multimedia material.

We created the ‘knowledgepool’ and its logo representing flowing DNA strands, combining the colours of the 5 continents. The brand was kept simple and combines text, logo and a selection of stunning images representing people and water. The brand was applied to all material throughout the stand and in all supporting material both printed and multimedia. Our objective was to make the ‘KnowledgePool’ stand out from all other exhibitors. We achieved this by focusing the brand on people rather than water, by selecting a number of high quality poignant photographs and by broadcasting 8 animated audio-visual presentations on computer screens and a large plasma screen throughout the stand.

The success of the ‘knowledgepool’ stand was phenomenal reaching an estimated audience of 300 million people worldwide, over 10 times more than the original target, and commendations from a number of high profile visitors to the stand including the then Secretary of State for International Development, Clare Short and Minister for State (Environment) Michael Meacher.