Students from Brighton Business School have teamed up with the South of England Agricultural Society to rebrand The Spring Garden and Leisure Show, The South of England Show, The Autumn Show & Game Fair, and The Festive Food and Drink Fayre.
As part of the project, four groups of students took on the role of advertising and design agencies. The teams competed against each other to present their rebranding ideas to a panel of judges from the University of Brighton and the South of England Agricultural Society. The panel judged the work based on a creative brief which reflected the heritage of the Society in a modern way, while communicating the activities and ethos of each show.
Cultivate were announced as the winning team and their new design was unveiled at an exclusive showcase at the South of England Show on 9 June 2012.
Lyvia Royd-Taylor, Senior Lecturer at the University of Brighton, said: "The competition has been a fantastic experience for our students. It has given them the opportunity to apply their marketing knowledge to real-life scenarios, and has helped them develop practical skills such as team working, problem solving and leadership. Rebranding a nationally-renowned show can only enhance their learning experience and have a positive impact on their future career."
Fiona Malcolm, Commercial and Marketing Director of The South of England Agricultural Society, with students from the winning team. From left to right: Lucy Atkinson, Bradley McManus, Fiona Malcolm, Lucy Cannings, Juliet Avery and Steve Harris.
Fiona Malcolm, Commercial and Marketing Director of The South of England Agricultural Society said, "Supporting educational projects is part of the society's ethos and what better way to achieve this than involving students in a re-branding project. I ensured that the students were offered full support from the society throughout the scheme and provided a full brief for the re-branding. All the groups worked incredibly hard and the talent that we saw was incredible. The group that won displayed insatiable passion for the task and best understood the brief. They maintained the heritage and ethos of the society whilst giving a modern, fresh image."
The students and the society will work closely together to implement the new logo designs across a range of marketing collateral.
Fiona Malcolm adds, "We are astounded by the level of talent and creativity shown by the group. They have worked incredibly hard, shown a strong eagerness to work with the Society and displayed incredible professionalism throughout all aspects of the project. We are very proud and lucky to be working with such talented and inspiring individuals who have such a bright future ahead of them. We are excited to be introducing such fresh and modern design for our shows which will be implemented across all promotion of the shows along with the development of brand new websites for each show."
