A new look for the world's leading trade show for the aluminium industry.
Client
RX (Reed Exhibitions)
Project Title
Repositioning of the Aluminium Trade Show
Topics
Brand Identity / Corporate Design
Trade fairs / Showrooms
Year
2022
After numerous interviews with stakeholders across the aluminium industry, the direction was clear: aluminium, a material that already meets high sustainability standards thanks to its 100% recyclability, needs to become even “greener” – especially in the manufacturing process. This was the unanimous consensus across the entire industry.
This shared ambition is distilled into the new claim “Sharing a vision” – and finds expression in the corporate design newly introduced in 2022. The guiding beam toward a more sustainable future is derived from the chemical element aluminium, while also serving as a flexible element for different content modules. The shimmering metallic green symbolizes the material’s path toward a more sustainable future. The fluid corporate design is as universally applicable as the material aluminium itself.
A material that sends a clear statement
The brand's signature visual world
Visual framing makes it easy to unify photo motifs from different sources. The trade show’s distinctive look is preserved consistently across all media.
From trade show to content hub
The trade show as an ambassador for the industry. To support the industry’s ambition with verifiable facts and case studies – which the new brand identity sustainably represents – content formats were developed that showcase the topic of sustainability and aluminium across different channels.
