Set in 2012 by WACL, Gather is a day-long, mentoring event for women in the marketing and creative industry. Usually allotted to a different agency each year, the campaign and branding for the 2019’s edition was assigned to Mullenlowe London for the second time around.
Having developed the work for 2018, I was personally tasked with adapting it to this year’s theme: Changemakers. The new visuals use the overlaid page as an expression of positive change and disruption—reinforced by the split across the word “changemakers”— that happens when we join forces to build up something new, good and better.
25x4 and half page press ads
Collection of OOH artworks
For 2018, the identity took the Suffragettes—and more generally protesting—as a visual reference point. In 2019, this very boldness is maintained and re-embraced and associated to a new palette of strong and complementary colours. The simple, yet striking, graphic ideas of the overlay and of the split embody the powerful topic of changemaking.
The integrated campaign appears in the local press and on a variety of digital OOH formats scattered around London. For the day of the event, assets included on-site branding, signage and collateral pieces such as t-shirts for staff and crew, lanyard cards, and a Powerpoint presentation