the challenge
define a new global trade fair identity for IVECO that is recognisable, consistent and flexible. The aim is to create a modular system adaptable to different sizes and types of stand, capable of integrating key values such as sustainability, innovation, productivity and driver-centricity. All through a strong visual language, easily implemented in different markets and independently manageable by local teams.

the solution
a modular display grid was developed based on three design layers – vehicles, communication and services – with a radial design that enhances the centre of the experience: the welcome desk as a narrative “Big Bang” from which products and services branch out.
Sustainable materials, distinctive colour codes, immersive technology (ledwalls, reveal platforms, fan shops) and a clear and replicable organisation of spaces make the format scalable, engaging and distinctive. IVECO presents itself at trade fairs with a powerful and consistent identity: a presence that leaves its mark.

year2023locationmondoservicesstrategic research, vision & concept, design