Messe Frankfurt – ISH 2019: Winning Pitch

Project Description

Messe Frankfurt

ISH 2019: Winning Pitch

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 2,400 exhibitors from Germany and abroad will be presenting their world premieres at ISH Water and ISH Energy, which host approximately 200,000 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.


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 variants included a focus on heating technology and refrigeration, as well as air conditioning and ventilation technology. The aim was to position the ISH as an innovative and trend-setting trade fair and to develop its image further.


Before we started developing visuals, we analysed the market and the various target groups intensively. We not only took a close look at ISH’s key competitor exhibitions but also created specific personas for the different exhibitor and visitor target groups. We incorporated our strategic preparatory work into the development of the key visual and divisional motifs including claims. The result: three entirely different communication directions that build on each other, and simultaneously followed a unified design concept. On the day of the pitch, we were awarded the contract. Together with the ISH team, we worked hand in hand to develop a communication style that spoke to ISH, Trade associations, exhibitors and visitors alike.

  • Market and target group analysis
  • Strategic consulting
  • Concept
  • Design
  • Copy
  • Realisation
  • Project coordination

Project Details