Light + Building 2022 Campaign: Breaking new ground

Messe Frankfurt

Light + Building is the world's largest trade fair for lighting and building technology. On average, over 2,700 exhibitors 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. PUNKTUM has been responsible for the 360-degree communication concept development since 2015.


Develop a key visual and claim in English that conveys the main themes of the trade fair. In 2020, the task was to develop an English claim, an overarching key visual, and three distinct visuals and claims for specific target groups. All visuals should harmoniously integrate the new corporate design of Messe Frankfurt.


The overarching visual reflects the main themes of the fair: Light, building technology, urban smart technologies and e-mobility. Capturing the innovative character and pioneering spirit of Light + Building, the claim "Breaking new ground" piques visitors' and exhibitors' curiosity. Since the various target groups have an aesthetic, business or technical focus, we tailored images to highlight their focal points: Light and design, operational efficiency, and smart building technologies. With the target-relevant claims "Trend-predicting", "Future-proof", and "Intelligent", we underline the core messages while including the motto "Breaking new ground".


Market and target group analysis | Strategic consulting | Concept development | Development and design of key visuals and target group images | Claim development in English | Project management 

Campaign visuals

Four images were used throughout the online and offline communication for both overall and target groups. We also developed the visuals in landscape format for web and social media applications.

Key Visual Series

Individual impact or harmonious symphony: the visuals set the mood for Light + Building 2022.

Online banners

In online communication, Light + Building relies on landscape and large-format banners with the main key visual, which are used on target-group-specific websites. As part of the promotion package provided to exhibitors, the online banners can also be integrated on company websites - thus attracting potential visitors to visit the fair.

Visitor brochure

The visitor brochure picks up on the themes of Light + Building 2022 and meets the needs of the various target groups in equal measure.

Final report graphic

Visitor and exhibitor figures, proportion of visitor groups, event hours and kilometres walked - we have prepared the facts and figures of Light + Building 2022 clearly and concisely in a graphic - in a style specially developed for the event. This is part of the final report that Messe Frankfurt will publish after the event.

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