Canon Illuminate



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The Brief

Canon wanted to strengthen its relationships with its top 160 business-to-business customers, positioning the company as a trusted partner that will drive their businesses forward. Key to the concept is the proposition: ‘Explore Inspire Improve’.

To communicate this message an exclusive loyalty club, the ‘customer for life’ programme, was established. BradleyDyer Raw was briefed to create a brand for the programme and launch it with a series of events to which business-to-business customers would be invited. Canon specified that the venues for the events were to be unusual and intriguing, not run-of-the-mill conference centre rooms.

Canon Illuminate Logo

The Outcome

The name ILLUMINATE was selected for the programme, supported by the strapline ‘Join us for a new age of enlightenment’. A complementary design suite of logo, fonts and colours created a distinctive look and feel for the brand.

To meet the request for an innovative piece of DM with real stand-out, an illuminated acrylic invitation was sent to each customer. A unique fingerprint design was used to personalise the piece and encourage interaction with it. A brochure also accompanied it, giving a brief overview of the programme and its benefits.

Canon Illuminate Outcome

Illuminate Events

To date, three events have taken place, one in London at the Electric Cinema in London’s Shoreditch; and two in Edinburgh, at the National Museum of Scotland and Dovecote Studios, each featuring thought provoking and original speakers.

Canon Illuminate Events

The Results

Each was very well attended, and Canon account managers and invitees alike agreed the small intimate nature of the gatherings was an excellent opportunity to initiate debate, open up new ideas, and meet other business leaders.

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