Crafts Council
Widening the appeal of the London Craft Fair by understanding and challenging the pre-conceived ideas of the wider market.
Origin, the showcase for the best makers in the UK, at Somerset House.
The challenge
We were asked to increase spend per head by widening Origin’s audience. Our research revealed a large untapped audience who believed prices were higher than they really were.
Our approach
A brand and a carefully targeted campaign that reassured visitors they would find something they loved — and could afford — while keeping existing audiences inspired.
What changed
Visits rose 160% on the previous year. Sales exceeded targets by 40%, and seller enquiries for the following year increased by 30%.
What we did
We designed the brand refresh and the online and offline advertising campaign, and created all the collateral, including catalogues, signage and merchandise. We also co-created the interiors.