EAG rebrands as EAG 360 and adopts ‘The Smile Economy’ as unifying theme
EAG Expo becomes EAG 360 with the sector-specific exhibition brands comprising CompsocUK, London Gaming Show and Amuse Expo
EAG has laid the foundation stones of its ‘fit for the future’ campaign with the completion of a rebrand that reflects the fast-moving nature of the sectors that it serves.
Launching July 1, the rebrand has seen the deployment of a cleaner more contemporary typeface, a defined brand hierarchy, nuanced event titles, and the adoption of ‘The Smile Economy’ as a consistent tagline. It provides a chassis for a co-location-based expansion as well as the addition of new show zones.
As part of the design strategy EAG Expo becomes EAG 360 with the sector-specific exhibition brands comprising CompsocUK, London Gaming Show and Amuse Expo.
Explaining the strategy, process and purpose of the rebrand, which is the first undertaken since EAG emerged from ATEI, show Chairman Nick Harding said: “First of all I would like to thank the industry personalities who agreed to participate in the telephone research and Teams calls that we undertook as part of the process and whose insight helped to inform the rebrand. It’s tremendously encouraging to have such an engaged community of stakeholders who care so passionately about the development of their exhibition.”
He continued: “The strategic objectives we set for the rebrand were to address both the immediate requirements but just as importantly to be ‘fit for the future.’ Establishing a set of clear design rules means that we can seamlessly add new co-located event brands to sit alongside CompSocUK, London Gaming Show and Amuse Expo, in the process adding to our stakeholder communities and enhancing the overall show experience.”
Addressing the creation of ‘The Smile Economy’ tagline he added: “All of the feedback gathered from our interviews underscored the pride that respondents feel at being part of an industry that provides consumers with fun and entertainment. As such, we have adopted ‘The Smile Economy’ as our overarching core message and the focus which unites all aspects of EAG 360.
“EAG 360 sets the tone for the year ahead and I am excited to be able to harness the power of the re-energised and integrated brands to meet the business needs of the sectors that we serve.”
The 2027 edition of EAG 360, comprising CompSocUK, London Gaming Show and Amuse Expo will be held across 12-14 January at Excel London.
