EdinburghTVFestival Banner@2x

Creating Europe’s largest television festival brand

The Festival itself had always been a triumph, but the team were wasting time and causing confusion by completely redesigning their brand identity year on year. That’s where we came in.

Objectives
  • Create an ownable, stand-out brand identity that can be refreshed year on year
  • Increase ticket sales from website
Solution
  • Created a unique and striking visual identity based on the concept of motion and widescreen 16:9 screen ratio
  • Created a modular system for the website allowing internal teams to quickly add and update content
Results
  • Sold 90% of their Early Bird tickets in 4 days rather than the usual 6 weeks
  • Delegate revenue increased 15% YOY
  • Reduced number of phone calls requesting clarification on ticket rates due to clarity on site
  • Increased press coverage
EdinburghTVFestival_Nalla_02_x2
Before
EdinburghTVFestival_Nalla_03_x2
After
The brief

Despite the event itself being well-established, the Festival’s visual identity was reinvented each year. This not only required a significant investment but also created inconsistency between print and digital communications, as well as poor brand recognition. We were invited to create a streamlined brand, develop highly flexible assets for the Festival’s content and digital presence and, most crucially, deliver a brand that allowed flexibility year-on-year.

EdinburghTVFestival_Nalla_04A_x2
EdinburghTVFestival_Nalla_04B
ETF Wide image@2x
9.9%
increase in paying delegates between 2017 and 2018.

The brand

The previous brand didn’t accurately reflect the nature of the Festival, both in its event and its work as a charity; it was being held back by an inflexible brand that lacked resilience across mediums and channels.

We worked to create an identity that celebrates the heritage of the industry and looks towards the future; one that can resonate with all of the target audiences – from those established in their careers to the newcomers who bring youth and creativity. Taking inspiration from cinematography, we created flexible grid systems based on the 16:9 screen ratio, the modern-day standard widescreen, to help provide a modular solution for limitless layouts across both print and digital. The idea of motion also features heavily in the new brand, reflecting the ambition, progression and dynamism of the media industry and the Festival itself.

EdinburghTVFestival_Nalla_08_x2
EdinburghTVFestival_BrandMarkGIF_Nalla
The website

The existing site lacked hierarchy, suffered from information overload and was too rigid to help users navigate and absorb content. The work that ETF does outside the Festival wasn’t clearly communicated before and much of the information on the site would become redundant after every Festival cycle.

The ETF team needed to have full control over the site, especially over what content was ‘heroed’ at certain times during the year. Instead of designing individual full-page templates, we created a modular system which allowed the team to change and edit things as they go, easily switching content in and out to ensure the site is always fresh and interesting to users. The team now has the option to hero events outside the main Festival throughout the rest of the year, stretching the system across all of ETF’s sub-brands while creating longevity.

The site modules themselves also have a range of flexible components that enable the same module to be used for different purposes across the site, requiring less training for the team to use them. This build allows them to have total control over a site that can grow and adapt in tandem with the Festival, as well as save significantly on time and budget.

EdinburghTVFestival_Nalla_10@2x_NEW

We developed a modular approach that allows the team to create pages with huge variety, whilst remaining on-brand.

Alice Saunders

Lead Designer

“ETF stands for so much more than just the Festival itself. The previous brand and website didn’t allow them any flexibility or to expand upon the great work they do outside the main August event. We developed a modular approach that allows them to do just that, with a set of core modules able to contain a variety of content, changing and adapting with the needs of the Festival. Overall, ETF have ended up with not only a brand that now reflects who they are and what they stand for, but also a site that can grow with them and their needs.”

Alice Saunders, Lead designer

The Festival programme

The previous Festival programmes looked inconsistent between print and digital, leading to user confusion. We restructured the programme, creating a core set of event ‘strands’ which are consistently colour-coded across all communications. This ensures user comprehension and recognition regardless of where the programme is viewed.

Streamlining the online programme also allows users to view events in the most relevant way possible. Filtering by certain categories is now more accessible on mobile and tags allow users to access related activities easily. Event pages are populated with extra information about the featured speakers and panellists, as well as specifically chosen related events to help connect with other areas of the site.

EdinburghTVFestival_Nalla_Carousel01_x2
EdinburghTVFestival_Nalla_Carousel02_x2
EdinburghTVFestival_Nalla_Carousel03_x2

“Nalla helped us to address some of the issues we were having with our brand. We didn’t feel that our identity reflected who we are. Nalla created a youthful, effective and totally flexible brand for us, which the whole team are loving. They truly worked with us as a team and involved us throughout the process, taking a lot of the stress out of the rebranding journey which can seem daunting!

It’s made my life so much easier having the new website which I can edit and change to do exactly what we need. Our expertise and influence as a major festival really shines through now, both online and in physical printed materials. It’s the most truthful representation of us that we’ve had and we look forward to seeing it change and mature further in future years!”

Mindy Juss, Marketing Manager, Edinburgh TV Festival

The results
  • Increase in paid delegates by 9.9%YOY
  • Increase in revenue by 15% YOY
  • 5 weeks after the new brand launched, Edinburgh TV Festival experienced 90% of early-bird tickets sold in 5 days. This took over 6 weeks for the previous year.
  • Updating a programme agenda now takes half the amount of time as previously for internal teams. There is now a consistent customer experience across all physical and digital touch-points.
  • Customers are no longer confused over ticket prices, previously they would call and negotiate. In 2018 they purchased confidently online, knowing what they got for their money.
  • Reduced time spent briefing and feeding back to event production and filming teams due to clear and thorough brand toolkit

 

Images of 2018 festival speakers are used with the permission of Edinburgh International Television Festival and are not owned in any way by Nalla.

STRATEGY
Vicki Young
ACCOUNT MANAGER
Meri Wills
DESIGN TEAM
Alice Saunders
Jonny Davidson

Nalla helped us to address some of the issues we were having with our brand. We didn’t feel that our identity reflected who we are, now we have a youthful, effective and totally flexible brand for us, which the whole team are loving.

Mindy Juss

Marketing Manager, Edinburgh TV Festival