Birth of a brand
Spielwarenmesse eG / Insights-X
Building and strengthening the profile of a brand in a saturated market
Spielwarenmesse eG has caused a sensation in the stationery sector with a new trade fair that brings a breath of fresh air to the industry in terms of both content and communications. The success of this event is unrivalled in the world of trade fairs.
To create a refreshingly different product with an unconventional identity in a stagnating industry shaped by one dominant player.
Die roten Reiter developed the name, defined the corporate design and created all the communications relating to the new event. The orange colouring and the changing “X” were soon widely recognised within the industry and immediately triggered positive associations. The branding remained consistent at the fair, appearing in fun and imaginative interpretations. The communications strategy initially focused on bold text-based slogans, which were later complemented with industry-specific silhouette motifs. Videos gave visitors a voice, enabling them to explain why the market needs a new trade fair with an innovative concept.
Even the debut event surpassed all expectations. However, trade-fair professionals agree that the second event is a more reliable measure of success. Here too, Insights-X performed outstandingly well, posting a 16% climb in visitors and a more than 40% jump in exhibitors.