Harrison Fraser

Creating brands,
creating places

NEC Group

Bringing live to life

  • Strategy
  • Engagement
  • Identity

The NEC Group is the UK’s leading live events business with brands including the NEC, ICC and Arena Birmingham.

Having successfully grown The NEC Group, the management team continues to evolve their brands in order to ensure that they remain compelling to their target stakeholders and reflect the changing needs and aspirations of customers.

H:F has partnered with the NEC Group over a number of years. We defined a new brand vision for the NEC to reflect changing attitudes to live events amongst trade show and leisure audiences and we created the new visual identity, wayfinding signage and brand guidelines.

We analysed the customer journey for each stakeholder including consumers, event organisers, exhibitors, trade show delegates and contractors. We also developed the commercial masterplan for the public spaces and the concept design for the recladding of the exhibition halls.

H:F has also worked with the ICC on their commercial masterplan and the Arena, Birmingham on their brand experience strategy.