Messe Frankfurt | Digital Brand Management

Lean and Inspiring—a New Brand Portal for Messe Frankfurt

Messe Frankfurt, one of the world’s largest trade fair organizers, entrusted us with the development of a new brand portal that was to be independent of the in-house IT and easy to maintain. By doing so, the users of the portal should be encouraged to take action and acquire a basic understanding of the brand. After all, it is only when marketing departments and partner companies around the world possess awareness of the brand that a consistent brand appearance can be created across the numerous touch points and markets.


Double Guidance at Once

The screen consists of two areas. In addition to a guideline area, users can move to the magazine area by clicking on a bar. Here, they will find best practices from other companies with great exhibition stands and exciting brand presentations from all over the world. Messe Frankfurt also invites users to take action—they can submit their own examples and thus experience the portal as a platform that is more than just a source of information. With usability in mind, we introduced a keyword search for both the magazine and guideline sections that quickly leads users to the desired contents.

Since no confidential information is stored in the portal, agencies can log in without any approval process, which has also greatly reduced the cost of security. The protected material in the image database, on the other hand, can only be used with authentication.


Brand Portals Undergoing Change

Learn why corporate design brand portals should be engaging and fun in the (German-language) PAGE interview with Marco Spies, one of the two managing partners of think moto.

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