Visit London is responsible for raising London’s profile in the business market, a fiercely competitive environment with destinations around the world competing for lucrative convention customers.

The challenge originally set out for Dragon was, quite simply, to ‘create a brand to do ourselves and our city justice.’ This involved both raising awareness of what London had to offer and uniting and motivating the people and partners behind Visit London to engage with and use the brand consistently.

Our focus then was on what London had to offer to those choosing to site their conferences and exhibitions in the city. A dynamic visual style, developed around the core idea of ‘unlocking your potential’ with the emphasis on references to London’s contemporary success stories, rather than the traditional, created a real sense of buzz when introduced. We developed a toolkit of brand elements to create the framework for use in many different media. Launched at the London Venue Expo, the new brand style that we created transformed communication of what London had to offer and resulted in a 60 per cent growth in business enquiries. Since then, as might be expected in such a dynamic market, the Visit London brand has moved on and developed to new heights.