Lighting up the Night
The Somerset Guy Fawkes Carnivals: A Masterclass in Creativity, Community, and Innovation
By Gavin Sadler, Managing Director, Hatched Agency
As someone who has lived and breathed creativity and innovation throughout my career, I can’t help but draw parallels between the world of branding and the unforgettable spectacle of the Somerset Guy Fawkes Carnivals — a local tradition that holds a special place in my heart.
Having had the honour of participating in the iconic Squibbing event at Bridgwater, where hundreds of us held fireworks aloft to light up the night sky, it’s an experience that will stay with me forever. Much like squibbing itself, the magic of these carnivals lies in their ability to unite creativity, tradition, and community.
It’s an approach that we at Hatched echo in our work with brands, digital experiences, and innovation.
Tradition Meets Creativity
The Somerset Carnivals, particularly the Bridgwater Carnival, represent the perfect balance between honouring tradition and embracing creativity. These parades, which date back to the failed Gunpowder Plot of 1605, have evolved into dazzling displays of illuminated carts, crafted with painstaking detail and immense pride. Each cart tells a story through light, music, and design—much like a brand tells its story through visual identity, messaging, and digital touchpoints.
We believe that great branding starts with a strong foundation of identity and purpose. Just as the carnival carts celebrate centuries of tradition, a successful brand reflects its heritage while pushing creative boundaries. Bridgwater Carnival’s commitment to storytelling through its awe-inspiring carts reminds us that brands, too, must captivate their audiences, bringing their stories to life in compelling and imaginative ways.
Craftsmanship and Innovation
The process of building a carnival cart mirrors the intricate craftsmanship involved in creating a standout brand. These carts, some over 100 feet long and adorned with thousands of lights, take months to design and construct. Carnival clubs pour their time, energy, and creativity into every detail, ensuring that when the parade begins, their creations captivate the crowd.
This mirrors how we approach brand building. Crafting a brand or a digital campaign isn’t about throwing something together quickly. It’s about research, design, iteration, and innovation. We work tirelessly to ensure that each element of a brand—from its logo to its digital presence—feels like a well-crafted, cohesive masterpiece. Innovation is at the heart of both processes, driving us to create something new and exciting that resonates with people long after the moment has passed.
The Power of Community and Collaboration
One of the most beautiful aspects of the Somerset Carnivals is the spirit of collaboration and community that powers them. Local carnival clubs, some of which have been around for generations, come together year after year to build these breathtaking carts. The shared purpose of bringing joy to their towns unites people from all walks of life.
We love collaboration. Whether we’re working internally or alongside our clients, we understand that the best ideas come from collective effort. Just as carnival clubs combine different talents—designers, engineers, performers—we bring together strategists, creatives, and digital experts to build something greater than the sum of its parts. We know that innovation thrives in an environment where everyone has a voice and a shared vision.
Scale and Impact
When you witness the Bridgwater Carnival’s Grand Procession, it’s impossible not to be overwhelmed by the sheer scale of the event. Over 100 floats, adorned with thousands of lights, parade through the streets, creating an experience that’s truly larger than life. For many, it’s the highlight of the year—a memory that sticks with you, much like the best brands do.
In branding, creating that same lasting impact is crucial. A brand must capture attention and leave a mark on its audience. Whether we’re crafting a rebrand or designing a digital strategy, our goal is to create experiences that are unforgettable—ones that resonate long after the initial interaction, just like a carnival that lingers in the minds of its spectators for years to come.
A Sense of Purpose
One aspect of the Somerset Carnivals that truly resonates with me is their deep connection to community and charity. These aren’t just events of spectacle—they serve a greater purpose. The funds raised go towards local causes, and the events themselves foster a sense of unity and pride within each town.
In the same way, brands today must stand for something greater than just their products or services. Purpose-driven branding is what sets the best apart from the rest. It’s about creating a deeper connection with your audience and showing them that your brand is aligned with their values. We work to ensure that every brand we build has purpose at its core—whether that’s sustainability, community, or innovation—because we know that in today’s market, purpose is key to creating genuine loyalty and engagement.
Gavin Sadler, Managing Director, Hatched Agency