The Notworking Networking Club

The events were started on a shoestring budget by the Notworking founder, Chris Bentley. He was self-producing the marketing videos and a lot of the imagery – but as this wasn;t where his skillset lay the quality of results was somewhat inconsistent. He was also looking to attract new sponsors, and expand the event to new locations across the South West, the club needed to build a strong identity that could be used across it’s marketing and social channels.

A single image of Chris, became the element that tied the identity together. By creating a tongue-in-cheek riff on the iconic image of Che Guevara we could pitch the events as a networking ‘revolution’. The unpolished, gritty vernacular of this identity fitted perfectly with the existing guerrilla marketing style. By presenting the whole idea as a grass-roots uprising, the self-made nature of some of the marketing became an asset to the brand’s image.