The Challenge

DesignBUILD is Australia’s largest trade expo for the building and construction industry. It has a long history, but the brand had been experiencing some lag in recent years and found it’s position in the market had become devalued. Freckle was asked to take a fresh look at the brand with the aim of repositioning the expo as an industry forum for innovation in the building and construction industry.

The Solution

From research gathered from internal stakeholders, Freckle recommended focusing initially on existing clients of the expo to re-engage them and assure them that DesignBUILD was “BUILT FOR OUR INDUSTRY”. It is an expo built on consultation with the industry, showcasing “REAL WORLD BUILDING INNOVATION” which was relevant and useful.

This statement was supported by imagery from key exhibitors of real projects showing current building innovation. The look and feel of the brand was simplified into simple, strong, solid colours and bold, confident typography to support the new positioning.

A communication strategy was put together with the marketing team to ensure a united brand voice and personality was broadcast for the duration of the campaign. Brand rollout for visitor and exhibitor promotion was channelled through sales materials, direct mail, electronic direct mail, trade magazine and web advertising through selected trade publications to reach the right audience.

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The Results

General visitor and exhibitor feedback was overwhelmingly positive. Buy-in from exhibitors was reported to be excellent, with exhibitors, on average, investing more in their stands. Registrations and actual visitor numbers were up from previous years, with the show attracting just over 7,000 visitors over three days. Attendance on the first day of the show broke the previous opening-day record.