Bohemia Amsterdam developed the total branding of PICNIC06, 07 and 08.

1. B2B Visual Branding Case
PICNIC
Bring a Blanket
Client Personnel:
Bohemia Personnel:
Guido van Nispen
Marco de Boer
Melissa Agostino
Henry Tyminski

2. Situation
The first PICNIC was held in 2006. By the original name Cross
Media Week. This was the first internationally orientated online
and media event where innovation, creativity and technology
came together.

3. Target
• The first year had to be smashing. PICNIC wanted to be on the
map as the best, most exciting and inspiring event of the year.
• Recruit 1,500 visitors.
Target group
• Innovation managers
• Media specialists
• Creative community
• IT professionals
• Corporate companies

4. Strategy
Since a goal is to get creative and business people we changed
the name to PICNIC; where things happen on a more equal
level. Next move was to develop a striking theme. To launch a
strong visible concept you need to stay close to the idea. Nobody
connects a picnic to a business and innovation fair by itself.

5. Concept
At a picnic everyone is equal; visitors and speakers meet. There’s
no hierarchy. Everyone shares his inspiration and ideas and
brings something of his own. So why not a blanket? Bringing a
blanket implies you have to do something to add to the success
of PICNIC. Feel free, bring a blanket and make it a party.
Media
Advertisements, billboards, online, newsletter, POS material.

6. Visuals
PICNIC06
Bring a Blanket
PICNIC07
Uncork your Brain

7. Corporate ID PICNIC06
carved into a tree suggests
handmade and personal
commitment to the place and
moment

8. Billboards PICNIC06
Bring a blanket.

9. Banners PICNIC06
Online marketing

10. Event PICNIC06
Westergasfabriek

11. Corporate ID PICNIC07
made of fur suggests the warm
and approachable atmosphere.

12. Billboards PICNIC07
Uncork Your Brain!

13. Billboards PICNIC07
Uncork Your Brain!

14. Event PICNIC07
Westergasfabriek

15. Results
More than 500 attendees and 1,700 visitors went to the public
events in the very first edition. It was the buzz of the season.
With the second edition of 2007 the number of attendees and
visitors climbed to a ground breaking 1,100 and 2,800.

16. Results
Further Years
Following the huge success of the initial branding we were
invited to continue the theme for the following years.
Currently PICNIC still use the last logo we developed... Kerching!

17. Make a Mark.
For more information:
Hugo Kalf hugo@bohemiaamsterdam.com
Bohemia Amsterdam
Generaal Vetterstraat 72-a
1059BW Amsterdam, Netherlands
+31 [0]20 42 33 555
bohemiaamsterdam.com