Having worked on Radio 1′s Big Weekend over the past few years, we were excited to learn that the London 2012 warm-up event, Hackney Weekend, would be the biggest yet, with 100,000 revellers attending over the two days.
Showcasing UK and international artists alongside up & coming talent, the event also launched BBC Radio 1 and 1Xtra’s Academy; a series of masterclasses and workshops throughout June offering advice to young people from Hackney and East London.
We began the branding process by devising a flexible logo lockup that would translate across various platforms and formats while showcasing the BBC network brands involved. The first implementation was a microsite to launch the event, and this styling was applied across the event materials – from security ticketing to eflyers and posters through to merchandise.
Working closely with the BBC and their production team, we executed the look & feel across onsite graphics, including the imposing main stage standing proud at 17m tall, 48-sheet posters, signage and wayfinding and some special over-sized onsite 3D graphics.