Holtmann Since 195O
Two images, a common message. But more market share.
Holtmann (Holtmann GmbH & Co. KG) is one of the leading service provider for trade fair and event in Germany. Holtmann was able to change the exhibition construction landscape internationally, and worked on various global projects in Berlin, Cologne, Frankfurt, Nuremberg, Hanover, Milan, Paris, Moscow, London, Shanghai and Dubai.
In 2018, as a Holtmann (Holtmann GmbH & Co. KG) Design- and Brand Consultant, along with rebranding and brand strategy transforming, definition and design of a new image and identity was put on the agenda.
After three months deep research and analyzing more than100 international trade fair and event companies in Germany, we found about 30 companies that use the word Messe+Event in their sub claims, title or slogan, more than twenty companies also had black and white in their corporate colors.
My suggestion was to define a brand architecture and create a new (sub) brand with a completely different and unique image, as well as to develop Holtman with a new approach.
Holtman Since195O was born with a fiery orange and white as a main color, silver and anthracite as the accent color. Traditional Holtman but, instead of black and white, a combination of white, anthracite and orange was chosen as the accent color.
At that time in 2018, no trade fair and event company - at least in Germany - did not use such a corporate color combination. Our strategy was to create a new, relevant but independent brand with a focus on design rather than construction. A company with two images in the mind of the audience. One is the serious corporeal color of anthracite and white, representing the seventy years of experience of the company. And another, combination of orange and white for a new brand with a young and ambitious approach to gaining more market share.
Two images, a common message! for more market share. Read more...