McNally Unlimited© created the entire brand identity and copy for South Africa's first-ever Visual Merchandising festival, the VM Forward Festival. VMFF19 was held in Cape Town, South Africa, on the 12th and 13th of June 2019.
The new identity is visually bold and captures a feeling of movement, working across a variety of digital and analogue media, from the festival website to event screens, SoMe, newsletters, lightboxes and tote bags.
The solution of simply shifting colour blocks and images from the restraints of their set formats shows movement, freedom from borders and an identity that is literally moving forward. The idea worked well as static communication, and was enhanced further in powerful animations where the entire festival logo moved dynamically off screen. See more about the festival and the VMFF19 identity here.
Clare McNally was also invited to speak at VMFF19. Within the context of Brand Building, she inspired the local Visual Merchandising community to do more to collaborate with marketing departments and advertising agencies to claim its rightful place within brand worlds. According to McNally, VM needs to contribute more of its creative energy and marketing potential towards businesses communication platforms and branding strategies.
VMFF19 takes a new approach to the usual 'retail' conferences where Visual Merchandising is only part of the mix. This festival is focused purely on the VM industry and its future. The organisers' deep knowledge of Visual Merchandising resulted in an inspiring curation of speakers from many different disciplines — mannequin makers, oregami artists, stylists, photographers, brand experts, textile designers, lecturers, fashion curators etc.
— The VM Forward Festival is created by VM Central & Olive Studio, one of Cape Town's leading VM consultancies. The VM Forward Festival platform explores trends, shares knowledge and moves Visual Merchandising forward! VMFF19 was held in Cape Town, South Africa on 12 & 13 June 2019. Tickets for VMFF20 will be on sale from April 2020.
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