2019 ISH Campaign: Water. Energy. Life.
Messe Frankfurt
ISH is the world's leading trade fair and meeting-point for the responsible use of water and energy in buildings. It sets trends for modern bathroom design, sustainable heating and air-conditioning technology as well as intelligent living concepts. More than 2,500 exhibitors from Germany and abroad present their world innovations at ISH Water and ISH Energy, inspiring about 190,000 enthusiastic international visitors. We won the pitch in autumn 2017, and that means we're now also responsible for the second major technology-focused trade fair (after Light+ Building) for Messe Frankfurt.
Task
Our task was to create the key visual for ISH 2019 as well as the sub-motifs for the areas ISH Water and ISH Energy. The two versions included a focus on heating technology and refrigeration, as well as air conditioning and ventilation technology. Our aim was to position ISH as an innovative and trend-setting trade fair and to develop its image further. Moreover, we were responsible for the overall concept of 360-degree communication for the biennial trade fair.
Solution
Before developing visuals, we intensively analysed the market and the various target groups. We conducted a competitive analysis of other key exhibitions and created specific personas for the various exhibitor and visitor target groups. We incorporated our strategic preparatory work into the development of the key visual and group motifs including claims. The result: three entirely different communication directions that build on each other, and simultaneously followed a unified design concept. Together with the ISH team, we developed a communication style that spoke to ISH, Trade associations, exhibitors and visitors alike.
