Event: Johnson Matthey @ CPHI 2017
Location: Frankfurt
Sqm²: 171
Collaboration Type: Design, Development & Delivery

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Brief
 
The brief was very precise, and the client knew exactly what they wanted from the show which is fantastic for us. They wanted to give a far greater presence and gravitas to the stand itself to portray Johnson Matthey as a market leader in their field, needing to be seen as a significant player in their industry which they are. They wanted to be able to hold pre-planned meetings with many established relationships they hold and also informal meetings, so a range of spaces would be required. In addition to this they wanted an element of fun, a stand attractor that would get visitors involved and interacting with each other, like a quiz or a game of some kind. A fresh open approach to the stand, ensuring guests new and existing feel welcomed as the approach.

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Deliverables
 
The new visual identity was carried across into the architecture of the stand. Where previously four colours symbolised the different divisions, a singular white arch structure now symbolised ‘one’ Johnson Matthey.
 
 The original brief had requested that there would be pre-arranged meetings and the need for private conference rooms. Our creative team felt that this should not dictate that the stand became a barrier to new business. As our creative director stated “To draw an analogy, you walk into the restaurant that you can see has diners in” For this to work, it was important that the stand was not too closed off and there is something for people to engage with.

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Experience


Johnson Matthey approached us to create an exhibition stand concept whilst they were re branding their business. Previously comprising four separate business divisions, the new public face of the brand was to use the single name Johnson Matthey and summed up with the expression – ‘inspiring science, enhancing life.’ We achieved this vision through graphical treatments s throughout the stand and the use of bold colour blocks. 

Our credentials and approach were evidently a key factor in us being invited, but the more we talked, the more they were intrigued by the potential that we could unlock for them.

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Our Response
 
There was a balance of private meeting space and comfortable semi-private spaces where more impromptu discussion could take place. We gave the stand the look and feel of a first-class airport lounge by creating a low level glass wall at the front perimeter. There was a physical boundary but not a visible one allowing passers-by to see business taking place.
 
We used Self Adhesive Vinyl for the logo which is a flexible and versatile material and it can be printed and cut into almost any shape and size. It gives us the capability of colour matching JM's corporate colours and using high tack know this will stay on the painted wall for a sufficient amount of time.
 Etch film was used on the glass doors which gives a frosted effect so it makes those meeting rooms more private.
 
The back walls with large printed images were used to also divide up the meeting rooms. They were printed onto a poly fabric material with silicone edge so that they can be pushed tightly into the frames, thus giving us a neat clear crease free image.

“Having re-branded we were over the moon with our new bold graphics on our stand at CPHI, Great service and care gone into another one of our shows, Thanks Envisage!”

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