Messe Frankfurt | Digital Brand Management

Slim and inspiring.
A new brand portal for Messe Frankfurt.

Katja Wenger
by Katja Wenger

Messe Frankfurt, one of the world's leading trade fair organisers, commissioned us to develop a new brand portal that would run independently of its own IT and be easy to maintain. The idea behind it: manual users should think for themselves. Because of the many touchpoints and different markets, consistency across all media and markets can no longer be enforced. So you have to empower people in marketing, in the individual countries or at the corresponding partner companies to understand what the brand is all about. If the basic understanding is right, you can't do so much wrong anymore.

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BRAND PORTAL

The page actually has two faces. There's the Guideline section and on the right there's a bar that goes into the picture when you click on it. This magazine section then shows best practices from other companies: great trade fair stands, exciting brand appearances, interesting examples from the world of brands and marketing. Users can use a call-to-action button to submit their own examples, which are then posted there. Messe Frankfurt wants to use it to improve the user experience on the portal and ensure that you don't just go there because you urgently need something or need to look it up.

In the magazine area and in the guidelines, we have introduced a keyword area in which you can search better. Agencies can register without an approval process, because there are no secret things in the portal - which has also drastically reduced the costs for security. The image database can only be used with authentication because the material is legally protected there.

You can find out more about the project in an interview with think moto managing director Marco Spies in PAGE.

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