Key visual ISH 2021: ISH digital – moving forw@rd

Messe Frankfurt

ISH is the world’s leading trade fair and international gathering for the HVAC, water and energy sectors. It is the stage for the latest trends in modern bathroom design, sustainable HVAC technology, and smart building concepts to be unveiled to the world. Over 2,500 exhibitors from Germany and abroad presented their newest innovations to approximately 190,000 enthusiastic international visitors at ISH Water and ISH Energy, which in 2021 was all-digital due to the pandemic.


Develop an overarching key visual and international claim for the 2021 ISH. Visuals needed to convey online events, lectures, networking, and a sustainable future while retaining ISH’s iconic cube design.


By integrating images and icons onto the sides of the cube design, we effectively communicate the digital exchange and events taking place at ISH. We strategically reduced colouring to give the key visual a modern, innovative character. With ‘ISH digital - moving forw@rd’, we developed an easy-to-understand claim for an international audience. The claim conveys the future-forward aspects of the trade fair as well as its digital presence.


Market and target group analysis | Strategic consulting | Concept development | Key visual and claim development | Design | Copywriting | Implementation | Project management

Responsive Design

The key visual is optimized for online use, and its landscape format flexibly adapts to the necessary size across all devices. The claim blends harmoniously into the overall motif.

Key visual in portrait format

The portrait version of the key visual is used for advertisements that get to the heart of ISH's digital messages.

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