Gordons launches new branding in Leeds

Gordons, a commercial law firm in Leeds, wanted to launch its new-look brand to guests at a canape-and-drinks reception.

The Tiled Hall at Leeds City Art Gallery was selected by Gordons
The Tiled Hall at Leeds City Art Gallery was selected by Gordons

Pre-event planning

Having already chosen the Tiled Hall in Leeds City Art Gallery as a venue, Gordons wanted additional ideas from an events agency. The company sent out the brief to several agencies, which were invited to pitch at its offices. Wellpleased Events was chosen because it showed a true understanding of the firm's brand and offered the most relevant ideas.

Challenges

As the venue is a building of architectural importance, nothing could be attached to the walls, ceilings or floors, but the age of the grandiose building did not instantly reflect the modernity of Gordons' brand, nor the personable and straightforward attributes of the law firm.

Solution

Uplighting the hall's columns in Gordons' new brand colours made a big impact on the decor, but the biggest difference was made with the exhibits. Wellpleased created an exhibition that enabled the guests to interact with the art.

Replicas of famous paintings and sculptures were 'remade' the Gordons way to illustrate the dynamism of the firm. This meant that when guests picked up Dali's Lobster Telephone they could listen to key messages from Gordons' employees; while Love by Robert Indiana was a 'paint-by-numbers' that guests coloured in using Gordons' new brand colours, conveying the 'in it together' value that Gordons holds dear. Magritte's Son of Man was turned into a mirror to illustrate Gordons' 'people first' approach. Other replica exhibits included artwork by Anthony Gormley, Banksy and Mondrian.

Post-event analysis

The best indication of the success of the event was the guests' interaction with the exhibits. They took photos of themselves reflected in the Magritte mirror, posted pictures on social media of them talking on the Dali Lobster Telephone, and the Love 'paint-by-numbers' is now hanging on the wall in Gordons' office, fully coloured in. Gordons events co-ordinator Natalie Millar says: "Our brand launch (was) such a great and memorable event, we have received some fantastic feedback from guests and Gordons attendees."

FACTFILE
Company: Gordons
Agency: Wellpleased Events
Event: Brand relaunch
Group size: 250
Date: 26 April 2012
Venue: Leeds City Art Gallery

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