The world-famous Edinburgh Hogmanay Festival, previously voted one of the ‘Top 100 things to do before you die’ by the Discovery Channel, is getting a new brand to celebrate the event’s 25th anniversary.
Sheffield-headquartered agency Jaywing was tasked with creating an exciting new brand to celebrate Edinburgh’s world-famous New Year festival.
The partnership follows Jaywing’s success in creating and executing the Hull ‘UK City of Culture’ brand throughout 2017
Following a competitive pitch in May 2017, Jaywing was selected as the official branding partner for the Hogmanay festival. Previously, the festival has been voted one of the ‘Top 25 World Travel Experiences’ by the Discovery Channel, and last year saw over 100,000 revellers from over 80 countries descend on the Scottish capital over the New Year period.
Jaywing was tasked by the Underbelly team to evolve the identity of the event as the New Year celebration which ‘creates memories that last a lifetime,’ as well as broadening understanding of the full 27-day period of festivities running from 30th December 2017 to Burns Night on 25th January 2018.
The Hogmanay re-brand, which includes a new logo, brand guidelines, trailer film, website and supporting collateral, is a modern expression of Edinburgh’s rich Celtic culture and the welcoming, high-spirited nature of the city’s residents. The festival, which is being promoted to a global audience, will celebrate the event for local people – as well as visitors – as something to truly be proud of, following research by Jaywing into the views of the Edinburgh population.
Gavin Shore, Creative Director at Jaywing, explains “Critical to the development of the brand was that it took on greater depth and meaning. The festival is talked about as one of a handful of things you need to do before you die, so we wanted the brand to capture this life-changing energy and to think about the event as less of an experience, and more of a ‘rite of passage’. The brand itself couldn’t be a carefully crafted logo, it had to be a human expression – one that would quite literally leave its mark.”
The new branding will support the rollout of the festival’s advertising and communications strategy, which includes the development of printed brochures, posters, print advertising, digital advertising, email newsletters and ambient media.
'What makes you most proud to live in Scotland?'
Edinburgh Hogmanay's #Scotword campaign with @ninanesbitt.@YOYP2018 #EdHogmanay pic.twitter.com/AalDpxGFOP— Edinburgh's Hogmanay (@edhogmanay) July 18, 2017
Maria Vardy, managing director at Jaywing, commented: “We are delighted to be partnering with Underbelly to deliver a stimulating and fresh new brand for Edinburgh’s world-famous Hogmanay festival. Today’s launch is all about creating a new approach for this historic festival, celebrating its rich past whilst heralding a bold future. Jaywing has a deep understanding of the impact that branding can have on cultural events, cities and their people, and we’re eager to see the positive effects that this exciting new identity will have on the festival and the city of Edinburgh.”
Ed Bartlam, founder and director at Underbelly, added: “We very much admire the brand Jaywing created around Hull UK City of Culture and wanted to tap into their creativity and fresh thinking. It’s been great to work with them on evolution of the identity for Edinburgh’s Hogmanay. We feel they have really grasped and extended our thinking to capture the essence of the feeling that New Year in Edinburgh will leave on you.”