Moorfield Media saw a gap in the market for a large, ‘affordable’ contemporary art fair in the Northwest of England. They briefed Glorious Creative to develop a brand identity for the event.
With a small budget, Glorious responded with a stylish and modern campaign proposition which delivered a simple concept: buy art for you house. For the brand logo they used a high-profile ‘red dot’, resembling the commonly-recognised ‘sold’ sticker. This provided a strong visual ID which could work in various formats. The chosen typeface was traditional with an artistic flourish, creating the idea of a long-established event, while a series of adverts challenged the public with lines such as ‘what’s on your walls?’
In only two years the Buy Art Fair has become the largest art fair in the UK outside of London. In 2009 exhibitor numbers were up 70%, visitor numbers were up 50%, and total art sales had risen 75% to £175,000.