Edinburgh-based CMA member White Light Media was heavily involved in the rebranding project – recruited by the Fair's organisers after being impressed by White Light's work with its Hot Rum Cow magazine and website.
White Light was also invited to put on a presentation at the Fair, explaining its approach to brand strategy – particularly in the drinks arena. In addition, the White Light delegation of Fraser Allen, Islay Brown and Simon Lyle presented talks on the Secrets of Powerful Storytelling and The Story of Hot Rum Cow.
"It was a real buzz to see our work replicated across an event of such scale," said White Light CEO Fraser Allen. "Our Senior Designer Islay Brown has been working closely with the London Wine Fair for almost a year and the creative quality of that collaboration was on show for all to see. For us, it's a great example of how the qualities of Hot Rum Cow can be applied very effectively across client activity."
Being at the Fair allowed Islay to see the reaction to her work first-hand: “As a magazine designer you rarely get the opportunity to see your work 'in action' in such a concentrated space. The Fair’s guide was both practical and eye-catching thanks to the strong two-colour palette, and it was really satisfying to see almost everybody holding a copy. We even saw someone reading the London Wine Fair’s Carpe Vinum report on the tube the following day, which was nice to see it have a longer shelf-life than just the duration of the fair.”