Bloom wins Gold and Grand Prix Design Awards
Bloom is Ireland’s largest gardening, food and family event. Bloom 2011 was the fifth year of this event, which attracted over 90,000 visitors to the Phoenix Park. Originally in 2007 when Bord Bia approached IDEA, they wanted to develop a major gardening festival event based in the Phoenix Park over the June Bank Holiday weekend. They wanted the event to be lifestyle led so as to be attractive to the widest possible market. They approached IDEA about developing a brand, which needed to appeal to professional garden designers, exhibitors and Irish families.
IDEA looked at a wide range of possible names but felt that as the event was in the June Bank Holiday weekend in Dublin that the name should be … ‘bloom’
Bloom has a link to flowers and gardening, it is dynamic and fun, it is youthful and vibrant and very memorable. It also had a Joycean link, being so close to Bloomsday in Dublin.
We used a thick san serif font type style to draw the letters for ‘bloom’ and overlapped the 2 O’s while the second O sprouted leaves as a nice graphic element. We used a separate colour (5 in all) for each letter, thus completing the logo – except for the addition of a strapline ‘celebrate garden life’
As a second brand style we looked at photography and chose to use close up shots of flowers in bloom and treated them with a light sketch outline overdrawn on the image in white.
The name and logo caught the interest and imagination of the clients and potential exhibitors and sponsors immediately and despite the awful weather 50,000 visitors swarmed to the Phoenix Park over the June Bank Holiday weekend. This exceeded the ambitious 40,000 target by 10,000 or 25%!
That year IDEA went on to win the Gold Award for Corporate Identity for our work on Bloom as well as the Grand Prix at the 13th Annual Design Effectiveness Awards.
This was a trial event for Bord Bia which has gone from strength to strength since it’s inception. It has become a much anticipated annual event, with 90,000 people attending the 2011 event. IDEA continue to work closely with Bord Bia on the promotional and marketing materials for this hugely successful event.
To see a full Bloom case study please click this link.
