We have been designing the creative and the subsequent promotional materials for ICE, the largest gaming and casino show in the world (40,000 visitors at ExCeL, London in 2024) since 2011.

The 2015 show was based around the novels of Jules Verne. Four large format artworks featuring ‘Around the World in 80 Days’, ‘20,000 Leagues Under the Sea’, ‘Journey to the Centre of the Earth’ and ‘From the Earth to to Moon’ produced as the centrepiece of the campaign.

The campaign won the best campaign of 2015 at the Annual Exhibition Organisers Awards  at Grosvenor House, Park Lane, London.

Developing the theme, we added elements to highlight the theme of ‘Discovery’ which were worked across all mediums in promotional material for the show.

The four main artworks were executed in the style of Hollywood blockbuster posters to illustrate the scale of the event (see below).

We created a 3D version of the ICE logo dressing it with a steampunk ‘skin’ alluding to the spirit of Jules Verne’s stories then revolved it to feature in various scenarios.

The theme of Discover was further explored with extra graphic devices and designs as a progression of the main artworks. These were used in mail outs, show agendas and as digital pre-show promotion.

Artwork for the main app to illustrate the at-show journey,

A website template and web banners to promote the show.

Visitor postcards, beer mats, a fold-out floor plan and a bespoke reprint of ‘Around the World in 80 Days’ were produced then distributed in and around the event itself.

Below is the main ICE Lounge at ExCeL.