In 2014, HRH The Duke of York founded [email protected] to establish an opportunity for entrepreneurs to pitch their ideas and create transformative connections to build growth and future employment on a global scale.
The [email protected] annual programme of events are held twice a year; with three individual On Tour events feeding winning applicants into one Boot Camp event culminating in all successful entrepreneurs pitching at the main event held at St. James’s Palace, London to an invited highly influential audience.
The [email protected] brand has now been extended throughout the world including Africa, ASEAN, Australia, Canada, China, Europe, Latin America and the Middle East – covering over 62 countries. In addition to entrepreneurs having direct access to CEOs, investors, influencers, mentors and business partners they also join the continually growing network of global alumni and are fully supported in building influential connections.
The ultimate challenge of this brand identity is to maintain consistency as it continually stretches its reach into new cultures and languages. Meticulous planning, in depth guidelines and attention to detail is key to communicating this evolving brand to an International audience.
Each event is witnessed through a number of branded assets: from pin badges and lanyards; to editorial reports and look books; media walls and films; to hospitality aprons and even decorated biscuits.
Each item is selected to act as a memorable access point to the brand values and is selected on both its practical and emotional hook. All five senses are considered and integrated to build a fully immersive brand experience.
The entire brand experience is coordinated digitally through a website, an app and social media channels. These help to continue the story before, during and after each event to maintain consistent and relevant dialogue. This also provides the entrepreneurs and audience with the opportunity to share and retell their brand experience, allowing the brand to spread far and wide.
Film plays a considerable role in helping to illustrate and tell the brand story. Working collaboratively with Jooka we produce a series of micro-edits (20 second films) at each event which are filmed, edited and promoted on social media in real-time. This produces immediate content which links external audiences with the highlights of the programme and allows entrepreneurs to share and communicate directly with their followers. These short micro-edits are also combined post-event into a single promotional film which adds to their rich resource archive.
In addition to these films, we have created promotional material for online applications, app downloads and interviews with HRH The Duke of York.