Backing our culture and communities

As a long-standing patron and partner of East Midlands Chamber (Derbyshire, Nottinghamshire, Leicestershire), we were delighted to lend our support to a recent event it held to embrace and celebrate the cultural diversity and unity of the region. 
The Chamber’s inaugural ‘Celebrating East Midlands Culture and Communities’ event was a true demonstration of all that is great about our unique region. 
It took place at Leicester City Football Club’s King Power Stadium, in February.  
More than 250 delegates attended the evening and were treated to a diverse mix of food and entertainment which celebrating our cultural heritage. 
This included a specially-prepared fusion menu by Leicester City’s Head Chef Daniel Brazill, along with performances from Frederick Gent School Community Choir, a Bollywood-style dance from Shiamak Winter Funk, dancing from the Leicester Bhangra Team, Caribbean dance group Xtreme Mas, and music from DJ Mahesh Mistry, a specialist in Western and Asian music.
Guests included Michael Kapur Esq OBE, Her Majesty’s Lord-Lieutenant for Leicestershire. There were speeches from Dr Nik Kotecha OBE on the impact of CSR within the local community, Chan Kataria OBE on values and company ethos, and Mark Esho on overcoming obstacles to reach business success.
Renowned local poet Jamie Thrasivoulou also performed the poem ‘We are the Heart of the Midlands’, which was jointly-commissioned by Quiet Storm and the Chamber to celebrate the best of the three counties of Derbyshire, Nottinghamshire and Leicestershire and help establish a stronger regional identity for them. 

 

An all-inclusive design 

As part of our support for the event, we developed a standalone brand identity and logo for the new initiative, which is closely linked to the Chamber’s existing brand. 
We also worked closely with the Chamber’s in-house marketing team to design, develop and create all the marketing materials used to promote the event, as well as the brochure that was given to guests on the night.   
Because of the Chamber’s renewed focus on enhancing East Midlands businesses and communities, it was important that the visual identity was strong enough to reflect the Chamber’s existing brand, while also properly encompassing the unique and diverse make-up of the community base across the East Midlands. 

 

‘A strong visual identity’

 David Pearson, Director of Partnerships at the Chamber, said: “This event saw a wonderful and vibrant mix of different sections of society all come together in a celebration which will live long in the memory. As people and businesses, we are unique, but collectively, we have so much to offer.
“Last year, the Chamber updated its corporate vision from ‘Enhancing East Midlands businesses’ to ‘Enhancing East Midlands businesses and communities’ and this inaugural event was a great demonstration of how powerful it can be when we all come together – both as businesses, and communities.
“We were grateful for Quiet Storm’s support, not only in helping us to create a strong visual identity and theme which ran throughout the event and really conveyed what we were trying to achieve, but also in putting together the groundwork for Jamie’s poem, which went down a storm.”

The poem, and the story behind it, can be viewed online at www.heartofthemidlands.co.uk. 
 

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