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

Messe Frankfurt


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 showcase the newest trends, solutions and innovations from the fields of lighting, electrical engineering and home and building automation. In 2018, Light + Building set numerous records with more than 220,000 visitors from 177 countries flocking to the exhibition in Frankfurt am Main. Since 2015 PUNKTUM has been responsible for the overall concept development of the fair’s 360-degree communication. Light + Building 2020 was cancelled due to the corona pandemic, however the next is scheduled to take place on March 13 - 18, 2022.


Develop a key visual and claim in English that conveys the main themes of the trade fair. In 2020, the key visual was focussed on networking, digitalisation, lighting, smart buildings and cities of the future.


Using 3D visualisation, we developed a key visual that transforms the digital aspects of the trade fairs themes leaving room for visitors to interpret freely. The claim "Connecting. Pioneering. Fascinating." encapsulates the experience of the trade fair for all visitors, domestic and international alike.


  • Market and target group analysis
  • Strategic consulting
  • Concept development
  • Key visual development and design
  • Claim development
  • Design
  • Copywriting
  • Project management


Cross-media communication

The key visual was used in all online and offline communication. For online applications, we also adapted the motif into landscape format for an optimal responsive web design.

Exhibitor communication
Light + Building's exhibitor brochure presents the most important data, facts and topics regarding the trade fair. We developed the entire design, including descriptive graphics and German-language text, intending to attract as many exhibitors as possible.

Visitor communication
We developed a wide range of print and digital materials for visitors, including advertisements, brochures, online banners and e-cards.

Image compositions
To visually communicate the elements of the claim "Connecting. Pioneering. Fascinating." we developed three motifs composed of numerous individual images.

20th Anniversary Light + Building
In 2020, Light + Building celebrated its 20th anniversary. We developed a limited-edition motif used in selected measures to complement the overall campaign for this special occasion.


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