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Daniel Cracroft-Rice

Flyway With Us

Overview

Flyway with Us was a campaign I developed for Redgate’s Flyway product, built around an international series of events taking the product directly to database professionals around the world. The campaign name was mine, a play on the product name and its aviation connotations, with “Flyway” lending itself naturally to a travel theme. Planes, journeys, navigating the landscape: that idea became the backbone of everything, running through the booth design, iconography, swag, and a promotional video starring Redgate advocates Grant Fritchey and Steve Jones. The creative evolved across the series, adapting to specific events while keeping the core identity consistent. One of those adaptations was “A Fritchey and a Jones”, a movie-poster treatment for a cinema venue that layered an Indiana Jones reference on top of the aviation theme.

Working within two sets of brand messaging, one product-specific and one corporate, was an ongoing creative challenge. The “Navigating the database landscape” subtitle tied the campaign back to wider Redgate messaging, but the Flyway with Us identity gave it its own personality on top of that.

Redgate Fritchey and a Jones poster by Daniel C Rice
Booths

The campaign ran across a series of events, each with its own booth presence. The largest was at SQLBits, where the plane-shaped booth brought the aviation theme to life at scale — the tail fin, clouds, and Flyway branding making the stand immediately distinctive on a busy conference floor. Smaller variations of the booth travelled to other events throughout the tour, with the design adapting subtly to suit each venue and context.

A Fritchey and a Jones

One event on the tour took place at Data Saturday Holland 2024, held at Kinepolis in Utrecht — a cinema venue. The setting gave me more creative licence than a standard conference floor, and I designed a one-off movie poster riffing on the Indiana Jones films. “A Fritchey and a Jones” featured silhouetted illustrations of Redgate advocates Grant Fritchey, Steve Jones, and Ryan Booz in classic adventure-movie style, lifted from video footage I produced for the campaign. The tagline “Any database… Any platform… Anywhere…” played on the Indiana Jones tone while staying rooted in Redgate’s product messaging. The poster also kept the aviation theme alive — adventure, travel, going places — tying it back to the wider campaign.

It was a single-use piece for that event, but it’s probably the most fun thing I made at Redgate.

Wider campaign

Beyond the booths and poster, the campaign included a dedicated landing page, custom iconography, a promotional video featuring Grant Fritchey and Steve Jones, and branded swag. The travel theme ran consistently across all of it, giving the campaign a coherence that event work doesn’t always get the chance to have.

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