Creating a narrative for growth

01 — Background

ExCeL London recently announced its Phase 3 expansion to extend the world-renowned facility by 25,000 square metres. With the expansion came the need for identity - a way to tell the story to local residents, stakeholders, and customers alike.

02 — My role in this project

We were brought in to help define the brand messaging and narrative behind the Phase 3 expansion.

To get the full story, we spoke to ExCeL London customers to find out what made their business stand out from its competitors. Next, we carried out an in-depth competitor analysis. These insights formed the backbone of our strategic approach, coupled with a series of workshops with ExCeL London's sales and operations teams to find the sweet spot that would resonate most with all audiences.

Our final narrative leaned into the vision behind ExCeL London - the exchange of ideas between some of the world's leading pioneers. To bring this to life, I wrote the Phase 3 narrative and numerous creative copy routes to help create ownable brand assets that could sit across digital OOH screens, sponsored banners, and even branded event stalls.