RFH trade events
Strategy / Event branding / Site activation
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Royal FloraHolland hosts a variety of trade events each year across multiple locations, one of which is the largest horticulture trade event in the world. They needed a consistent overarching identity whilst still distinguishing each event from the other, as external communication across events often overlap.
We developed a strategic positioning of ‘Connect to...’ alongside a visual language that positions Royal FloraHolland as an ecosystem, a bridge helping contribute to marketplace growth for members and partners.
Each event typically has a horticultural seasonal focus relative to trends and innovation in the sector, so we developed distinct palette combinations from the existing RFH brand to give each event it’s own unique tone.
A connect line library was created, with five primary shapes that can be extended, scaled, rotated, and joined together in order to create variation that suits the context. This modular design system is streamlined with a cohesive set of guidelines, in order for agencies and creative partners to build on this language in the future.
Partners / Ingrid Meijer, More Awesome, Zuidkoop.