Head of New Business
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LET IT SHINE ON IFA
The visual overall concept that integrates the high standard of design and the emotionalisation of the products ensured a very special experience at this year’s stand. The challenge here lay in bringing the vast range of products together in one clear concept and, in keeping with the company’s Brand Value, focusing on design. For the new overall communication strategy, the agency DFROST created a key visual derived from the idea »Make Your Home Shine« and inspired by the WMF logo. Reflections and shafts of light, combined with the logo’s angles and corners, provided the mental template. The approach is echoed in the shape of dynamic lines overlaid with shadows in the visual and other communication tools.
The Demo Kitchen – where star chef Ali Güngörmüs gave brilliant displays of his cookery skills and whetted visitors’ appetites for even more culinary experiences – was also visually integrated into the concept.