After more than 25 years of experience as professional exhibition stand builders we thought that would be great to change our corporate image in concordance with our current reality and with the dimension of the projects we carry out working as professional exhibition stand builders at the most important events worldwide such as Mobile World Congress, Cisco Live, Gartner Symposium, Web Summit or the UEFA Champions League among others, with clients like Google, HP Inc., Vodafone, Pepsi & Lays or Santa & Cole, among many others. With this briefing the NOMON DESIGN team reviewed and reformulated a branding strategy for MAC Group, defining our new corporate tagline – building stands & events, building trust – and redesigning completely our corporate identity, adapting it to our communication materials, such as the new website and corporate presentation. This tagline represents us, since our specialty is the construction of stands.
A branding strategy using the NOMON DESIGN method
The development and the results of this project is a good example of NOMON’s DESIGN methodology which shows their way of working: the more they know their clients, the best result we’ll get, always adjusted to their real needs and expectations.
To achieve this, NOMON’s DESIGN team immersed themselves in the exhibition stand builders sector, getting to know the singularities, tendencies and competences of this area; they also managed to think how we do and understand the business, working together with us following the same goal.
With NOMON DESIGN we planned a first working phase in which we analyse our brand by doing some interviews to the management and a comprehensive benchmark in which they examined the positioning and values, services and identity (both visual and verbal) ) of the company itself and our competence.
With the conclusions they obtained, they made a complete review of our strategy (mission, vision and values) and they reformulated it in order to adapt it to our new reality and for the achievement of the general aim of the project: to communicate our values clearly as professional stand builders due to MAC Group is a powerful company constantly growing.
We defined that quality, efficiency, trust and internationalization are the values that best suited the reality and essence of MAC Group as professional exhibition stand builders and that these should be the grounds for the new branding. After all the analysis carried out by NOMON DESIGN we conclude that MAC Group is a company made by a group of professional exhibitions stand builders that work worldwide. And from here our new corporate tagline was born: building stands & events, building trust.
Finally, during the last phase of the branding strategy we took the NOMON TEST to know which is the perception of the inner team of our own company and with the conclusions they obtained they made a new brand strategy. The NOMON TEST is the tool of own creation of NOMON DESIGN, a tool key in the development of the branding strategy to help the creators to visualize ideas and make images of the intangible, as values or other abstract concepts. In the MAC Group case this tool it was useful to help us to visualize in a very clear way how we see and feel a exhibition stand builders company from within.
Building stands & events, building trust
After defining and working on the brand strategy together, they created our new corporate tagline to help us to communicate and differentiate ourselves in the exhibition stand design and build sector. From NOMON DESIGN they played with the double meaning of the word build combining its most descriptive aspect of business definition, exhibition stand build and events, along with our way of working and relating with our customers. Because at MAC Group we not only dedicate ourselves to the construction of stands, but we go further, and we build relationships of trust with their clients based on quality and excellence.
A corporate image based on the concept of construction
To design the new corporate identity of MAC Group from NOMON DESIGN creatives thought that they should be coherent with the strategy and values that they had defined, that the message had to be clearly transmitted, but above all, it should be an identity that could be adapted without problemsWith a fixed focus on the activity and sector of the company, the construction of stands and events, from NOMON DESIGN we were offered a flexible, clear and direct logo. Supported by the simple lines and geometries transmitted by the concept of construction, classic of the exhibition stand builders.
Along with the new identity based on elegant white and black lines, a very colorful range of colors (blue, mustard, green gray and terracotta) was defined with the Akkurat Pro family typefaces and its own iconography. This solutions have shaped the style and message of the exhibition stand builders as professionals of the sector.
Exhibition stand design and build for each client
Finally, in the last stage of the project, they determined the branding guidelines in a corporate manual where they detailed how we should apply the new identity in the different communication supports. As key pieces in the communication and commercialization of our stand and event construction company, they developed our corporate presentation and our new website, applying the digital communication strategy that they worked together with one of their partners. In both platforms, they captured the uniqueness and excellence of the MAC Group making it shine in the screens of our visitors.
From MAC Groups we can only thank NOMON DESIGN for making us feel comfortable in our own skin!