The new brand architecture is based on the multiple event platforms of Design Indaba, including Conference, Expo, Film and Music. The featured pay-off line is "The best of the world's creativity", which has been variously adapted to suit the respective platforms; for example, Design Indaba Expo says: "Shop the best of South African creativity. All in one place," while the Conference line is: "The best of the world's creativity. All on one stage."
The campaign has been carried through from event posters, flags and banners to TV, radio, print and online ads, as well as flyers, accreditation passes, event programmes, electronic mailers and more. It also features in Design Indaba's online environments, including designindaba.com, the Design Indaba App, Twitter, Facebook and YouTube. The final challenge was to integrate the campaign into the event itself, particularly at the venue of the Conference and Expo, the CTICC – a challenge to which the creative team was more than successful at rising.