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I have been designing the creative and the subsequent promotional materials for ICE, the largest gaming and casino show in the world (40,000 visitors at ExCeL, London in 2023) since 2011.

I based the 2015 show around the novels of Jules Verne. Four large format artworks featuring ‘Around the World in 80 Days’, ‘20,000 Leagues Under the Sea’, ‘Journey to the Centre of the Earth’ and ‘From the Earth to to Moon’ were produced as the centrepiece of the campaign.

The campaign was voted the best campaign of 2015 at the Annual Exhibition Organisers Awards  at Grosvenor House, Park Lane, London.

Developing the theme, I extracted and added elements to highlight the theme of ‘Discovery’ (including the logo type set using Bodoni), which were worked across all mediums in promotional material for the show.

The four main artworks were executed in the style of Hollywood blockbuster posters to illustrate the scale of the event (see below).

I created a 3D version of the ICE logo and dressed it with a steampunk ‘skin’ alluding to the spirit of Jules Verne’s stories then revolved it to feature in various scenarios.

The theme of Discover was further explored with extra graphic devices and designs as a progression of the main artworks. These were used in mail outs and show agendas as well as digital pre-show promotion.

Clarion’s in-house team produced the main app featuring my artwork and graphics to illustrate the at-show journey,

A website template and numerous web banners to promote the show.

Visitor postcards, beer mats and even a reprint of ‘Around the World in 80 Days’ were produced and distributed in and around the event itself.

Below is the main ICE Lounge at ExCeL just before the event opened.