Bringing businesses together to explore the future of work.
Lyreco, leaders in the field of office supplies and workplace solutions for businesses wanted to find a different way to connect with customers.
Rather than simply talking about products, the ambition was to create something more valuable – an experience that could bring businesses together, start conversations and position Lyreco at the centre of some of the biggest issues shaping the workplace.
Together, we created The Hub: a series of thought-leadership events exploring the future of work.
Understanding what businesses wanted to hear
The Hub needed to appeal to a diverse audience, from smaller businesses to large organisations, each with different challenges and priorities.
Before developing the event experience, we researched how audiences engaged with this type of content and considered the right balance between insight, interaction and networking.
That thinking helped shape a programme combining relevant business topics with guest speakers, social activities and interactive installations.
The result was an event designed not simply to attract an audience, but to give them a reason to participate.
Event materials were created using 100% recycled and sustainable stocks, while reusable boxes were designed to make installations easier to transport and use again across multiple events.
Building a brand around connection
The name The Hub captured the idea perfectly: a place where people, businesses and ideas could come together.
From that central thought, we created a bold and playful sub-brand that felt distinctive while retaining a clear connection to the wider Lyreco identity.
A confident visual language gave The Hub its own personality and provided the flexibility to work across event spaces, communications, digital content and social media.
Rather than treating the event branding as decoration, every element was designed to help create a recognisable experience around The Hub.
Bringing the experience to life
The identity extended across every stage of the event journey.
We created the communications used to promote The Hub, developed its digital presence and considered how the brand would work within the physical spaces themselves.
From environmental graphics and event decoration to delegate tote bags and notebooks, every touchpoint contributed to a consistent experience.
Online, the same bold visual language created a strong connection between the campaign that attracted people to The Hub and the event they experienced when they arrived.
Turning an event into a platform
The Hub gave Lyreco something more valuable than a one-off campaign.
By bringing together expert speakers, businesses, ideas and interactive experiences around the future of work, it created an environment in which Lyreco could build stronger relationships with existing and prospective customers.
From the initial concept and identity to digital, social and the physical event experience, The Hub turned thought leadership into something people could participate in – giving Lyreco a distinctive way to engage its audience and strengthen its position in an increasingly competitive market.
