EAG, a leading event for the international entertainment, attractions & gaming industries, has established the beginnings of its ‘fit for the future’ campaign through a rebrand that captures the dynamic essence of the sectors it serves.
Starting July 1, the rebrand introduced a sleeker, more modern typeface, a clear brand hierarchy, detailed event titles, and the consistent use of ‘The Smile Economy’ as a tagline. It establishes a framework for co-location expansion and new show zones.
As part of the design strategy, EAG Expo is renamed EAG 360, with the sector-specific exhibition brands comprising CompsocUK, London Gaming Show, and Amuse Expo.
Meeting strategic objectives
Chairman Nick Harding explains the strategy, process, and purpose behind the rebrand, the first since EAG's emergence from ATEI:
“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.
“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.”
The Smile Economy
Addressing the creation of ‘The Smile Economy’ tagline, he adds:
“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, which includes CompSocUK, London Gaming Show, and Amuse Expo, will take place from 12 to 14 January at ExCeL London.
Charlotte Coates is blooloop's editor. She is from Brighton, UK and previously worked as a librarian. She has a strong interest in arts, culture and information and graduated from the University of Sussex with a degree in English Literature. Charlotte can usually be found either with her head in a book or planning her next travel adventure.
