Międzynarodowe Targi Poznańskie has been the front runner of the Polish exhibition industry. In recent years we saw the situation change. More exhibition centers opened across the country. Business fairs were losing importance whereas lifestyle mega-events were gaining prominence. The exhibition industry has become part of a much bigger industry category called MICE (meetings, incentives, conferences, and events). In that context MTP has become one of many players.
To keep pace with the market changes, MTP needed to transform. We identified two key challenges:
(1) An erosion of the brand: it was strongly associated with the traditional model and a local market—something they wanted to move forward from.
(2) A passive company culture: employees didn’t see the need for the company to transform so they didn’t support the transformation.
The strategy focused on brand architecture first. The new umbrella brand ‘MTP Grupa’ was born. Międzynarodowe Targi Poznańskie, which had served as a company brand name before, represented the exhibition venue named for its location in Poznan. It retained references to its heritage in the name as it introduced refreshed design assets. The new image of “MTP Grupa” breaks from a conservative and static image of an exhibition producer. We wanted the new entity to become synonymous with spectacular experiences. So, the new language is loud, engaging and dynamic. The logo can be flashy. A bright color palette and animated diagonal patterns are the key visual assets. The style has been completed with custom typography and illustrations. The final result is a colorful, intense and ever-changing event experience.
The main result of this change was organizational shake-up. Brand transformation provided an opportunity for discussing the future of the company. It also got the public engaged. Most people embraced the change reacting with interest and curiosity. The rebrand encouraged project leaders to re-evaluate and often rethink their designs. After the change, it was no longer business as usual.