Designer
Nicola Tatum
Paul Bailes
Client
British Association of Aesthetic Plastic Surgeons
Date
September 2022
Deliverables
Branding
Offline
Experiential
Brief
The British Association of Aesthetic Plastic Surgeons (BAAPS) is a professional membership body for aesthetic (cosmetic) plastic surgeons in the UK, with some members across the world. It is the voice of the plastic surgery industry with significant press and medical presence and are seen as the leaders for opinion in plastic and aesthetic surgery in the UK.
The BAAPS works together with government and other bodies to put into place regulations to protect the public and to train the profession. With trainee membership growing, BAAPS’s aim is to retain and grow the professional integrity built over the last 35 years while remaining modern and progressive in its approach.
The BAAPS Annual Conference is a key event where ideas and industry innovation and developments are shared and debated. It is a prestigious event, promoted internationally and it is important for the ongoing development of the BAAPS that the event is seen as the go-to conference for the profession.
The brief was to come up with an identity for the conference, the theme of which had been settled in advance as “The Art of Aesthetic Plastic Surgery” and to apply it to the event collateral, namely: pre-event promotion – adverts, social media, printed flyers, event collateral – signage, social media, conference programme, ppt presentation, delegate badges.
Think
We were advised that plastic surgeons are creative perfectionists drawn to clean lines and bold approaches, we wanted to have a definite link to the theme of “Art” and to also draw inspiration from the location of the event – the National Portrait Gallery. We presented several options exploring the use of surgical instruments as paint brushes, the marks made by surgeons prior to surgery, blending human and sculptures as well as a typographical approach.
Design
The ”Artist’s Palette” was the preferred option, chosen for its bold application of colour and suggestion that the surgeons were operating like artists. The next stage was to refine the colour palette and select suitable images – it was agreed that a minimal approach should be employed, alternating the images between male and female and to focus on the face. The use of the colour scheme was extend throughout the event collateral.
Create
We developed the identity applying it the list of required collateral for the event. Being at the National Portrait Gallery, our desire was that the identity should feel like an exhibition in its own right. Branding the allocated event spaces with graphics on walls and pillars created a visually impactful space that helped identify the conference spaces for the delegate. Use of colour played an important part for the event and when applied to delegate badges as it allowed quick and easily identification between exhibitors and event attendees.
Outcome
Feedback from sponsors, speakers and delegates was very positive, with the event branding being seen as a refreshing change from previous years. This resulted in exhibition stand spaces being all sold and a greater number of bookings and enquiries for tickets.