Craft Central’s bi-annual open studio event was struggling to remain relevant to a modern design-buying audience and was losing out to newcomer events to the area such as Clerkenwell Design Week and Goldsmith’s. The outdated brand needed reinventing in order to compete.

A new strapline, inspired by design, made in Clerkenwell, was created to highlight exhibitors’ inspirations, while a fresher, more product- and design-led look showcased the diverse range of work on show. Visitor numbers and press coverage both went up following the rebrand.