Bohemia Amsterdam developed the full positioning and branding for PICNIC edition 06, 07 and 08. This includes brand story, name, logo, identity, event marketing, advertisement and event signage.
2. Bohemia Amsterdam
Situation
In 2006 a committee received budget from the City of Amsterdam
to launch the Cross Media Week.
This was planned to become the first internationally orientated online and
media event where innovation, creativity and technology came together.
The initial name Cross Media Week was –euh- a bit weak.
We came up with PICNIC as the alternative for
the name of the event.
PICNICVisual Branding Case
3. Bohemia Amsterdam
Target
• 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.
Target Group
• Innovation managers
• Media specialists
• Creative community
• IT professionals
• Corporate companies
PICNICVisual Branding Case
4. Bohemia Amsterdam
Strategy
Since a goal is to reach creative and business people we changed the name to PICNIC.
A picnic is a place where things happen on a more equal level. The 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. Solid branding was required.
PICNICVisual Branding Case
5. Bohemia Amsterdam
Concept
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.
Media
Advertisements, billboards, online, newsletter, POS material.
PICNICVisual Branding Case
14. Bohemia Amsterdam
Results
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.
PICNICVisual Branding Case
15. Bohemia Amsterdam
Results - Further Years
Following the huge succes of the initial branding we were invited to continue
the theme for the following years.
PICNICVisual Branding Case