Holtmann: Transforming Trade Fair Construction with Innovative Branding & Digital Solutions

Experience the power of creative digital solutions as we take you through the captivating journey of Holtmann's rebranding, revitalizing their trade fair construction expertise with cutting-edge technology and innovative branding strategies. Get ready to be inspired by this transformational success story.

Established in 1950, Holtmann has grown into a successful, medium-sized family business with locations in Langenhagen near Hanover and Nuremberg. With over 100 dedicated employees, the company specializes in designing creative and unique exhibition stands for national and international trade fairs. They also develop innovative concepts for live communication, and have expertise in planning, organizing, and implementing events such as roadshows, conferences, and launch events, whether real, digital, or hybrid. Holtmann is also an expert in creating unique experiences in theme parks, museums, and shop concepts.

Challenges

Holtmann and its partner brands, Mesomondo and Expomondo, needed to adapt to the changing landscape of trade fair construction as marketing budgets shifted towards digital measures. The company wanted to enhance its innovative strength while maintaining its connection to its long-standing traditions.

Goal

To give the three partner brands strong brand profiles and develop individual USPs that would resonate with their target audience both factually and emotionally, without losing the connection to the company's long-standing tradition.

Solution

We began by conducting research and analysis on the market, competition, and target group. The insights gained from this research were used to set up a brand strategy workshop. We applied various strategic tools, such as Brand Deck and the Limbic Map, to help reposition the brands based on the knowledge gained. As a result, unique brand profiles with a high fit for their respective target groups were created. We then developed connecting visual and linguistic elements to create new corporate identities for Holtmann, Mesomondo, and Expomondo. These elements included corporate design, brand language, and claims that built a bridge between tradition and innovation.

Conclusion

Holtmann's digital transformation and rebranding successfully differentiated the three partner brands from each other and their competition, while maintaining a strong connection to the company's rich history. The new brand positioning not only expanded the traditional brand values in a meaningful way but also helped the company to adapt to the new era of trade fair construction.