Podge events have been running for 27 years, with each one attracting over 200 industry-specific leaders. Every Podge is made possible by the select agencies that bring their concepts to life, through themed event branding alongside dedicated website design and development. We were honoured to be invited to deliver the show for this year. 

We have been admirers of Podge for a while. In fact, our Creative Director and Founder, Adge Gittins, has been a long-serving member of all things Podge, knowing Phil and Clare - the head Podgers - for many years.

Digital Podge is special. It's one of five annual Podge lunches that provides Technology C-suite Executives, Digital Agency Owners, and creative virtuosos with a relaxed, enjoyable, and agenda-free “networking space”. Laced with tongue-in-cheek humour. It brings old and new faces together, with plenty of merriment and professional mingling. We saw this opportunity and cast Digital Podge 2022 in the lofty lights of the West End because, for the first time, Digital Podge was off to the theatre.

Our theme for this year's digital Podge rested on a core principle. The show of all shows. This neatly dove-tailed with the event being hosted in the heart of London’s Theatreland, exit stage left from Piccadilly Circus. Roll up live at The Dilly. A sight that needed to be seen to be believed, the global theatrical bonanza, bringing all your favourite shows under one roof, for one night only. The curtain went up on our opening night on the 2nd of December, only to have abruptly gone down again in the early hours of the 3rd.

We collaborated with Podge’s resident copywriter, Patrick Baglee, to add some of his classic comic spins. Together we imagined faux awards and reviews for our one-night bonanza. These drew inspiration from the ensemble, the digital industry, and Podge events in general. Developing on this, we were influenced by the typography within West End shows, we couldn't help but be motivated to concoct some playful riffs that would complement the day. These formed the basis for much of our design work, being used in almost everything from the signs in the toilets to a huge collaged poster wall.

Wizard of Podge, Dilly Elliot, Mary Podgins, Philaddin, Beauty and The Feast, Less Misérables, The Cook of Mormon, Meme-Mia, Spamilton, Wikied...

We were inspired by classic theatrical traits when concepting the branding for the event. The bright promotional posters. The overzealous ushers. The obligatory program. The big red curtains. The bustling pre-ample. The meandering spotlight. These characteristics are all synonymous with the theatre. We sought to replicate these theatrical traits into a narrative-driven experience, branding everything down to the ticket-themed name tags and even bringing out two special guest West-End performers disguised as Chefs. To compliment all this, we designed, built, and developed a bespoke website. This website was an amalgamation of all our design work and formed something we are truly proud to showcase.

The show of all shows. More like the day of all days, and wasn’t it a cracker. Watching our concept come to life on the night was truly special and we are tremendously proud of the outcome. Judging by the photos and the reception it looks as if everyone else had a great time as well.

“What can I say guys, Brand42 were truly awesome and I think that was the best one yet… ”

Phil Jones, Founder & Organiser of Podge Events.

It has been an honour to host the first Digital Podge Lunch away from the IOD. We want to say an enormous thank you to The Dilly for hosting us, the illustrious troupe for tolling away, all of our patrons, particularly The Drum and Jupiter for supporting us behind the scenes, and finally Phil and Clare for inviting us to put on this magnificent show.

As you've made it this far, please also take some time to check out Podge Events' round-up of the night.