Klimahouse & FieraMesse Sub-Brands
Brand Development / Brand Architecture / Design
FieraMesse Bolzano-Bozen organizes most its trade shows and events in-house. The individual events are the company's main marketing interest and are therefore in need of more visual impact than the corporate brand FieraMesse. The fairs have a wide range of topics like sustainability, tourism, industry but also general entertainment. To simplify this diverse and fragmented structure we devised a new brand architecture to group the individual trade fairs into thematic clusters. These clusters were then color coded and indidvidual logos were created for each event, based on a system derived from FieraMesse's corporate logo. Even the main visuals and imagery for each individual trade fair were created according to a universal framework.
The logos of the sub brands were based on the structure of the corporate logo. Each sub brand then gets their own framework of visuals, logo, colors and graphic assets according to the thematical area they are in.
The main focus of Klimahouse is sustainable building and construction. Due to its success multiple editions were hosted in other areas of Italy like Sicily, Tuscany and Lombardy. Each event also has its own sub events like a congress dedicated to sustainability in construction. The resulting sublogos show how flexible and adaptive the brand architecture and corporate design are.
