The World Money Fair in Berlin is the largest trade fair for collector and investment coins worldwide. 300 international exhibitors present their coins and medals across 9,000 sqm. In 2024, a complete overhaul of the entire brand presence and the visual identity of the trade fair presentation was set to make the World Money Fair fit for the future. After intensive research and interviews with stakeholders, we developed a visual system that represents clarity, orientation, and the brand’s premium standards – while capturing the special emotional connection that collectors have with coins. 14,000 visitors were able to see for themselves how well tradition and modernity can go together.