Chelsea in Bloom is an annual competition between local retailers held at the same time as the RHS Chelsea flower show. underscore was commissioned to create the identity and provide the campaign assets to promote the event and drive footfall to this prestigious shopping area.
The theme of the 2011 Chelsea Flower Show was Oriental. For the identity we chose a classic font and added a subtle oriental twist, illustrating an orchid flowering from the 'l' of bloom. A beautiful, eye catching red floral pattern was then chosen to support the identity and give it maximum impact.
This beautiful design was then rolled out across print and web, including flyers, floor decals, uniforms, vinyls, certificates (for the winners) and a microsite, and was applied to a huge inflatable information point in Sloane Square. Data capture leaflets were also handed out encouraging people to sign up for newsletters and receive information about up and coming events.