Try and define the core of your brand. What does your company stand for? What is your target group? Are you ready? Now translate your answers into succinct messages and disseminate these by appropriate means using various channels - this is your brand communication. Roll on success! If only it were that simple.

For the EuroShop trade fair we are faced every three years with the task that we usually solve for our clients - that of expressing our own brand. A simple exercise for a 360° service provider in the field of spatial communication, you say? Well, as simple as it is to view yourself from the outside. Hence, a real challenge - every single time.

In summer 2016 we re-launched our brand, adopting the slogan "Boundaries redefined!" and used appropriate images illustrating the overcoming of boundaries. And since the theme was boundaries, for EuroShop we took one of our campaign motifs - our FAIRNET cube in an underwater world - and freed it from the limitations of two-dimensionality, turning it into a walk-in feature.

We placed this underwater world - with its moving bubbles and fish - in the middle of the exhibition hall, and our large green glass cube seemed to hover weightlessly within it. In fact, it weighed a good two tonnes, and the bright area around it was a perfect combination of graphic art, LED technology and diffusive film. Along with numerous additional details, we brought an image to life and demonstrated that a convincing brand image is not simple, but it is feasible.

Photo credits
Gunnar Mitzner