The nation’s experience capital

To mark its 50th anniversary, the National Exhibition Centre needed a bold new brand positioning. LMC reimagined it as the Nation’s Experience Capital, celebrating the shared, unforgettable moments the NEC creates for millions of visitors. A refreshed visual identity supports this positioning, with each of the NEC’s five iconic venues given its own colour to help distinguish events across the site.

The stage is set

The brand was further developed drawing inspiration from the NEC Campus exterior architecture, including triangular patterns and graphics. Key images were created for each venue, using these forms to build striking visuals that reflect the diversity of experiences and audiences at the NEC.

It’s showtime

A comprehensive set of brand guidelines ensures consistency across print and social media. Alongside the visual identity, LMC developed a tone of voice that uses the word ‘experience’ from the NEC tagline within headlines, reinforcing the proposition as the Nation’s Experience Capital. Paired with striking visuals, the result is a bold and memorable identity.