ARBS
Exhibiting a new cool identity
Background
ARBS was formed in 1996 to stage a major trade exhibition every two years for the Air Conditioning, Refrigeration & Building Services industry. It attracts over 8000 visitors and 300+ Exhibitors.
Strategy
The ARBS branding and image had not been updated for the past four years and was perceived as now being tired & dated. Traffic was appointed to transform the branding to make it more contemporary and compliant with the increasing digitalisation of the industry. The brief called for the one master logo to have three distinctive variations – ARBS Exhibitions, ARBS Foundation, ARBS Awards.
Solution
Visibility across multiple platforms and channels was a design priority. ARBS is a B2B entity and it’s brand presence on the website and on the many communications channels used prior to each event was imperative to reinforce membership, sponsorship and attendances at the exhibition and the Awards night. Traffic recommended that ARBS needed to look more authoritative and more contemporary to win existing and potential future alignment and engagement with the organisation. The bold presentation of typeface and colours resonated positively and visibly across website, display banners and awards.
