To create a brand name, identity and promotional campaign for the launch of a new regional art fair. The Requirement was to communicate that the fair made buying original art accessible and affordable whilst also appealing to the traditional art buyer. The campaign was to target both potential visitors and exhibitors.
To communicate that the art fair was an opportunity to buy affordable, original art, the name was kept as simple and explicit as possible namely, Buy Art Fair. The visual identity was based on the circular red sticker that is placed on art when it has been sold. This simple, unpretentious symbol conveyed that the art fair was not the exclusive preserve of the wealthy, traditional art buyer.
Two months before launch opening day Buy Art Fair had met their exhibitor targets. Within two years it had become the largest art fair outside London and in 2011 it was awarded a prestigious DBA (Design Business Award).