Client: LG Electronics

Project: LG Arena venue branding & visual identity

Brief:

A key success factor in our event work is our ability to create an immersive brand experience. Taking this expertise a step further, LG invited us to provide comprehensive branding support for their sponsored entertainment venue, the NEC Arena in Birmingham.

Insight:

Our concept needed to reflect the brand proposition: ‘Life’s Good’

Solution:

Now renamed the LG Arena, Brainstorm worked in close consulation with the venue architects and interior designs to create a full visual identity for the venue. We designed an ‘energy ribbon’: a graphic device representing the spirit of live entertainment, which appears as a motif throughout the venue. We also commissioned installation artist Paul Bonomini to design and create a a sculptural installation that epitomised the Life’s Good ‘Live’ experience.

Result:

The client acknowledged that we achieved comprehensive brand exposure throughout the venue and a rational connection to the LG brand. The LG Arena identity has proved so successful that the venue has now become a significant property for LG for UK brand activation.

At a glance:

Sector:

Electronics

Project:

Brand identity