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home \ work \ professional services \ Thrive identity
Q: How do you add value to a business event brand?
Angle: create ‘Show Business’
Thrive is about growth, success and the celebration of prosperous New Zealand businesses. Dubbed the ‘Big Day Out' for business, it is four dynamic days of inspirational speakers, entertainment and great ideas. While the event had really come of age, the brand had lagged behind. More drama, spontaneity and excitement was required.
Thrive events feature a combination of entertainers and business leaders and are staged like live TV. In effect Thrive is ‘Show Business' and this phrase was created as the brand proposition. The dual nature of the phrase Show Business was interpreted visually, leading to a simple, robust and distinctive brand system.
The new brand helped to create sell out events across New Zealand.
Project completed with Maxim, Auckland.
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Thrive identity
The neon style Thrive logo creates a feeling of excitement, flair and entertainment but also captures the brilliance of New Zealand business. The plus sign within the logotype highlights the meaning of the word thrive, (grow and prosper) and connects the brand to its parent (Employers and Manufacturers Association). The plus sign also represents the idea of business networking.
Thrive Auckland website
Strong use of black and orange creates a distinctive online look. The site covers key speakers and performers, booking info, the programme and sponsors.
Thrive national advertising campaign
In a 15 second TV commercial and a national press campaign, the plus sign was used as a connecting device to create two-part headlines. Powerful, smart and unambiguous language reflects both aspects of the events, (show and business), and when combined with attention-grabbing colour, the distinctive brand system is formed.
What the papers say
Greg Murphy will be on stage.
Thrive speakers
All the stage and on-screen event graphics were carefully branded.
Show Business
The entertaining side of Thrive is balanced with the informative side of the brand in this proposition which inspired the creative work.
Up to speed with Greg Murphy
After getting up to speed with Greg Murphy, you'll also learn some valuable business tips.
Who's in the spotlight this year?
2000 business people, Mike Hosking, Trelise Cooper, Greg Murphy, Michael Hill, Craig Norgate, Goldenhorse, John Allen, Mark Weldon plus you at New Zealand's biggest business event!
John Allen plus Goldenhorse
Charismatic NZ Post CEO, John Allen followed a set by Goldenhorse.
Trelise Cooper fashion show
A catwalk show by Trelise Cooper preceeded her business presentation.