The Brand team at Argos approached Bonfire in January this year to help develop a centre piece for the bi-annual Catalogue Atrium Event at their Head Office, in Milton Keynes.
The purpose of the Event is to showcase a selection of brands to the Argos, Homebase and wider Home Retail Group staff, providing the perfect platform to communicate their value, ethos and new product lines to an all consuming audience.
The brands being showcased this year were Colourmatch (colour themed homewares products) and Go Create (mix and match sofa range), which we researched and developed the brand name and identity for last year.
Time was tight and we needed to develop a highly visual engagement factor. It was agreed that the best method to generate interest would be to create a lifestyle area that demonstrated the products in a realistic environment people could feel comfortable with. Along with this, we wanted to highlight the brand identity so that synergy with the products and brands were quickly married. The graphics developed were aspirational, clean, contemporary and distinctive. We managed to bring the 2 brands together in one room environment without diluting the focus of either Colourmatch or Go Create.
The room set received a great reception from colleagues and attendees alike and was live 3 days before their latest catalogue launch to generate interest and buzz.