Bringing Big Weekends to Life Through Design
OnBrand created the graphics and promotional campaign for Eden’s six-week Big Weekends programme, carrying the event creative across advertising, stage signage, wayfinding and promotional materials. Supported by targeted media, event content and local influencer collaborations, the campaign’s social media reporting recorded almost 1.5 million views across Instagram, Facebook and TikTok.
Client: Eden Shopping Centre, High Wycombe
Delivery partner: OnBrand
Services: Graphic design, event promotion, paid media, content creation, influencer collaborations and PR
The Challenge
With a different focus each weekend, Big Weekends needed a consistent look that could hold the programme together while making each event easy to recognise and understand.
That meant translating the event creative across very different formats, from advertising viewed on a phone to stage signage and wayfinding seen around the centre. Promotion also needed to keep the programme visible throughout its run, supported by fresh content showing the community taking part.
The Solution
We brought graphic design, targeted media and event content together in one coordinated campaign. Design formed the foundation, with the event creative carried through advertising, the physical environment and social channels.
Graphic Design Across the Event
Graphic design sat at the heart of our delivery. We created all of the graphical elements for Big Weekends, covering the assets audiences encountered before visiting and the details they saw once they arrived.
- Digital assets for campaign promotion
- Stage signage and event graphics
- Event wayfinding
- Outdoor advertising
- Promotional assets, including trays, flags and high-visibility clothing
Each application had a practical purpose. Stage graphics gave the event a visible presence, wayfinding helped visitors navigate the activity, and promotional items carried the creative into the details of the day.
Across these formats, we maintained a consistent look, connecting the advertising people saw with the experience they found at Eden.
Targeted Event Promotion
Alongside the design work, OnBrand promoted Big Weekends through a targeted campaign across print and digital media. Digital activity spanned Meta, Google Search, YouTube and TikTok.
We also supported the programme with press outreach and newsletter and website copy. Big Weekends secured three press features, including coverage of Whizz Fizz and the finale in Bucks Free Press.
Capturing the Community on the Day
Our team attended all six events, capturing the people and shared moments that gave each weekend its character and filming high-quality social media content on the day.
Each weekend was supported by preview and schedule posts, Stories published throughout the event, and a highlights reel created and published the following Monday. This gave the programme a regular rhythm of promotion, live coverage and follow-up content.
We created and published 34 pieces of promotional content for Big Weekends. Across Instagram, Facebook and TikTok, 67 posts were published, with the campaign report recording 1,489,945 views and 6,987 interactions.
Local Influencer Collaborations
We identified relevant local social media influencers for the six events and coordinated collaborations that brought local perspectives to the programme.
The influencer activity produced seven posts, with 18,600 reported views. These collaborations added local voices to the campaign alongside the event’s own content and paid promotion.
Campaign Results
The end-of-campaign report recorded:
Social totals combine the three platforms. Views and impressions can include repeat activity; the website figure covers July and August 2026.
Why This Matters for Destinations
Big Weekends demonstrates how graphic design can connect an event’s promotion with its presence on site. At Eden, that connection ran from outdoor advertising and digital assets through to stage graphics, wayfinding and promotional items.
For destination teams, the project shows how OnBrand can support an extended programme with coordinated creative, targeted promotion and community content, backed by measurable visibility and interaction across digital channels.
Planning an event programme for your destination? Talk to OnBrand about graphic design, event promotion and content creation for your next campaign.
