B2B Visual Branding Case
Bring a Blanket
Guido van Nispen
Marco de Boer
The ﬁrst PICNIC was held in 2006. By the original name Cross
Media Week. This was the ﬁrst internationally orientated online
and media event where innovation, creativity and technology
• The ﬁrst year had to be smashing. PICNIC wanted to be on the
map as the best, most exciting and inspiring event of the year.
• Recruit 1,500 visitors.
• Innovation managers
• Media specialists
• Creative community
• IT professionals
• Corporate companies
Since a goal is to get creative and business people we changed
the name to PICNIC; where things happen on a more equal
level. Next move was to develop a striking theme. To launch a
strong visible concept you need to stay close to the idea. Nobody
connects a picnic to a business and innovation fair by itself.
At a picnic everyone is equal; visitors and speakers meet. There’s
no hierarchy. Everyone shares his inspiration and ideas and
brings something of his own. So why not a blanket? Bringing a
blanket implies you have to do something to add to the success
of PICNIC. Feel free, bring a blanket and make it a party.
Advertisements, billboards, online, newsletter, POS material.
Bring a Blanket
Uncork your Brain
Corporate ID PICNIC06
carved into a tree suggests
handmade and personal
commitment to the place and
More than 500 attendees and 1,700 visitors went to the public
events in the very ﬁrst edition. It was the buzz of the season.
With the second edition of 2007 the number of attendees and
visitors climbed to a ground breaking 1,100 and 2,800.
Following the huge success of the initial branding we were
invited to continue the theme for the following years.
Currently PICNIC still use the last logo we developed... Kerching!
Make a Mark.
For more information:
Hugo Kalf firstname.lastname@example.org
Generaal Vetterstraat 72-a
1059BW Amsterdam, Netherlands
+31 20 42 33 555