Messe Frankfurt

Campaign Light + Building 2020: Connecting. Pioneering. Fascinating.


Light + Building is the world's largest trade fair for lighting and building technology. On average, over 2,700 exhibitors from more than 55 countries show trends, solutions and innovations from the fields of lighting, electrical engineering and home and building automation. Light + Building 2018 set numerous records: over 220,000 trade visitors from 177 countries visited the Exhibition centre in Frankfurt am Main. PUNKTUM has been responsible for the overall concept of 360-degree communication since 2015. Light + Building 2020 was cancelled due to the global corona pandemic. The next Light + Building will take place from March 13th to 18th 2022.


Development of a key visual and an English-speaking claim for the Light + Building which clearly impart the topic of the fair and get right to the point. For the key visual 2020, the focus was on networking, digitization, light, smart buildings and smart cities.


We developed a key visual that on the one hand translates the desired main topics and on the other hand leaves room for own interpretation – both at the same time. We implemented the visual as a 3D visualisation. The claim „Connecting. Pioneering. Fascinating.“ sums up the key ideas of the international trade fair.


  • Market and target group analysis
  • Strategic consulting
  • Concept development
  • Development and design of key visual
  • Development of English-speaking claims
  • Design
  • Copywriting
  • Project management


Cross-media use

The key visual was used in all online and offline communication. For web applications we also adapted the visual to landscape format.

Exhibitor communication
The exhibitor brochure presents the most important data, facts and topics of Light + Building. We developed the complete design including clear graphics and German-speaking text with the aim of winning as many exhibitors as possible for the fair.


Visitor communication
For visitor communication, we developed a wide range of print and digital measures such as ads, visitor brochures, online banners and e-cards.

Image composing key visual
For our three key messages “Connecting. Pioneering. Fasciting. ” we developed three visuals. Each visual consisted of numerous individual images that were specially designed.

20 years of Light + Building
Light + Building celebrated its 20th anniversary in 2020. For the anniversary, we have developed another visual that blended in perfectly with the typical appearance and was used in selected measures.


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