ICC Sydney work hard to make every detail absolutely perfect for each event they host. A critical factor often neglected by other centres is food quality and presentation. Creating and serving food to large groups of people is far from easy and to do this at an award winning restaurant level is practically unheard of in the events industry. But this is exactly what ICC Sydney aimed to achieve. We were asked to create a food campaign that would promote their vision for how extraordinary food enhances the visitor experience and improves the performance of attendees.
The campaign heading Feeding Your Performance highlights ICC Sydney’s commitment to how offering restaurant quality cuisine dramatically improves the engagement people have with the events they attend. When creating a branded campaign identity it is important to be creative with the visual equities of the parent brand. Our solution adopts and adjusts the triangulation motif we developed for ICC Sydney — we overlayed three different coloured triangles (blue, green and red representing the convention centre, exhibition space and the theatre) to create a star suggesting quality. We ‘skewered’ this with a fork to playfully connect ICC Sydney to the food they serve.
Before we taste food we first ‘eat’ with our eyes. We required beautifully photographed and art directed food to accurately depicted what is actually served but also captured serious appetite appeal. We also required photography which communicated the narrative behind Feeding Your Performance. This included the ingredient story of the exceptional produce selected from local artisans and growers across New South Wales to behind the scenes pictures dramatising the artistry and teamwork of ICC Sydney chefs.
We put our campaign identity to work across communications, marketing material and uniforms. Feeding Your Performance was launched at a full-scale event served up in The Grand Ballroom at ICC Sydney where the campaign successfully broadcast the quality of food and ICC Sydney’s attention to detail to influencers and event organisers.