Communication strategy | Design | Advertisement | Production
International capital group IMS GROUP have been taking part in building Polish furniture scene for years. IMS Group portfolio consist of Polish and foreign brands, having large stake in furniture market, offering soft furniture and hard furniture as well.
The goal of undertaken project was to develop a creative concept and to implement a system of presentation for IMS Group during the biggest furniture expo in Central Europe. IMS campaign was designed to be an image support for all IMS Group brands represented during the expo.
The theme of the event was based on an idea of a journey. We chose a plane as a mean of transportation and it’s route created furniture outline. The communication was accompanied by photos of the places visited by the characters.
In IMS Group expo space we designed and deployed large format banners, posters and boards, creating three-dimensional structures in various places of the exhibition. All areas of expo space were a subject to this signage system. By creating partitions and finials baring certain information we managed to create natural areas of different purpose.
We decided to base the theme on extended storytelling. We described each world of the brand as a journey told from the adventurers perspective. We developed 12 different stories, referring indirectly to each brand’s values. We showed our recipients places and their nature, architecture and culture which were an inspiration to our characters interior design.
Full scope of work
Phase of obtaining information:
- assumptions analysis,
- analysis of strategic goals,
- environmental analysis.
Phase of building a brand’s communucation:
- creative concept.
Phase of designing the base of the brand communication:
- key visual,
Phase of designing of materials:
- product boards
- brand boards,
- space signage,
Phase of implementing the system:
- production supervision.