Bringing brand identity to life.

Our Challenge

The world’s largest construction trade shows, bauma in Munich and ConExpo in Las Vegas, created the perfect opportunity to show case the new Tadano brand identity developed with W during 2022 (check it out), and where customers could explore the world of Tadano, and get a sneak peek at some exciting world’s firsts from Tadano.

The Solution

Creating a successful trade show starts long before the show itself. W worked closely with the Tadano marketing team in creating a pre-show/during-show and post-show plan. The aim of the plan was to create a sense of excitement and anticipation amongst customers, prospects, and employees before and get leads to follow up after the show.

Drafts of expo site design at Bauma in Munich, Germany

We developed the communication campaign Take a closer look at Tadano that encouraged the target audience to come to the stand and literally ’take a closer look’ at Tadano and to expect to be wowed when visiting the Tadano booth. The campaign was rolled out globally in trade magazines and on social media.

At the Tadano booth, we proposed that the cranes should be the heroes, keeping the building design and other communication areas uncluttered and clean – just using the blue corporate color and white. The high scaffolding at bauma allowed Tadano to push the brand message “Your passion. Our DNA”, a message that could be viewed from well outside the Tadano booth!

Final Result

The shows were both a great success – with a record number of visitors to the booth, they were able to continue to position themselves as one of the global leaders in the lifting industry to even more customers!

Brochure "Take a closer Look at Tadano"Rollups and posters for Tadano


Related work

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