How to translate your corporate identity into something tangible

The importance of an effective trade show presentation

How to translate your corporate identity into something tangible

Today’s world is all about being online. If your company doesn’t have a website, you don’t exist and if your website isn’t responsive, you’re not up to date. But in this world where our professional existence is becoming dependent on our digital existence, keeping your offline presence on target is just as crucial to operational success.

When you’re exhibiting at a trade show, you want your booth to look amazing and stand out from the crowd. It also needs to be recognizable, match your corporate identity and communicate your company philosophy.  But how can you translate your corporate identity to something tangible?

We Focus, a Dutch multimedia and communications agency, has 13 years of experience in the parking industry providing effective marketing and design solutions. We Focus is an expert in digital communication and design, and also no stranger to offline communication and marketing strategy.

Specifically for exhibitions worldwide, We Focus offers trade show presentations, booth design and production, trade show concepts and promotional materials.

We Focus recently designed and developed the trade show presentation for Parking Network.Parking Network debuted the new concept at the IPI Conference and Expo 2015, and it was a resounding success.

Booth design

From concept to the trade show floor

How does the creative process work? First you will meet with our creative team. Whether you already have an idea or we have a blank canvas to work with – together and step-by-step we will develop a unique idea that compliments your corporate identity.
After that, we hand the idea over to our designers, who are specialized in translating complex briefs into clever concepts. We take all factors into account: do you want to use the concept more than once, what is the overall budget, do you need to ship the stand and accompanying materials, what are the on-site specifications, etc.

Think beyond the booth!

A trade show presentation doesn’t stop at booth design – the booth is only the beginning! For example: How can you ensure your company stands out before the show even starts? What will attract the most attention? We Focus conceptualises the entire project from start to finish.

With the Parking Network trade show presentation, We Focus first conducted industry specific research and held briefings with the client. We Focus then summarized the entire trade show concept in one short sentence: We have the solution for all your parking needs

A simple but powerful message. Using this theme as the central focus, We Focus made decisions for all facets of the trade show attendance.

Engage, interact and challenge

A short and sharp video triggered the interest of conference attendees and sparked curiosity about the Parking Network concept. This “invitation” was the source for the high level of foot traffic at the booth.

The Parking Network team also handed out puzzles, the solution of which being cleverly linked to an online promotion, resulting in trade show attendees flocking to social media to tweet and facebook about their victory with #parkingpuzzle to win a prize.


garnered an incredible amount of online traffic and, offline at the IPI Show, it didn’t take long before everybody was walking around with Parking Network’s puzzle. Good old word-of-mouth also being utilised by the We focus team with great success.

Parking Network booth at the IPI Show'

The branding for this concept was rolled-out in various media: booth design, clothing, flyers, flags, retractable banners, video, mailing, media pack, social wall, a game, ads and social media marketing. We Focus most definitely had all the bases covered.

mediakit Parking Network    flyers

cards    ad in program guide

Dealoring     clothing

Click pictures to enlarge (open new window)

Did you miss Parking Network at the IPI Conference & Expo? Their trade show presentation, developed by We Focus, will also be making an appearance at the NPA Convention (booth 233) and the EPA Congress / Parken (booth F01).

For more information about We Focus, please visit

About We FocusWe Focus logo

We Focus is an agency formed of communications and multimedia experts which has a focus on the parking industry. The agency was established in 2002 with a simple objective, to help parking-focussed businesses grow through effective (digital) marketing and strategy, enabling them to achieve and exceed their goals. We achieve this by utilising the experience gained from working extensively with projects and clientele with foundations in the world of parking.

Web | Design | Print | Content | Strategy | Mobile | Motion | Social Media | SEO

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