MAC Group, specialising in assembly of stands and events, needed a new corporate image, consistent with its reality and the size of the current projects in relevant events and trade fairs, at both a national and international level, such as Mobile World Congress, with clients such as Google, Vodafone, HP, Pepsi & Lays or Santa & Cole, among many others.
The development and result of this project for MAC Group is yet another example of our work methodology. We immerse ourselves in the area of expertise of our clients, getting to know their singularities, trends and competitors. We place ourselves in our client’s position and hence come to understand their business. As a result, we join up working together for the same goals.
We planned a first phase during which we analysed and reflected on the brand. We reviewed the company’s strategy (mission, vision and values) and reformulated it, adapting it to the new realities. We so established that the concepts of quality, efficiency, trust and internationalisation were the values that best suited the reality and essence of MAC Group, and we determined these principles should be the pillars on which we would support their new branding and communication rhetoric. Next, we worked on creating the storytelling for the brand, defined its verbal and visual identity and concluded we would specifically highlight that MAC Group builds quality corporate booths and events in the world. This conclusion derived in its corporate tagline: Building stands&events, building trust.
We played with the double use of the verb build –in English– combining its most descriptive aspect as a company definition: stand construction and events, along with the company’s working approach when relating to customers. For not only does MAC Group build business stands, but as a company it goes beyond that, building relationships of trust with customers, based on quality and excellence.
In order to redesign MAC Group’s corporate brand identity, we first of all took into account the consistency with the brand strategy and values, which we had previously redefined. Primarily focusing our attention on the area of activity and sector of the company —business booth construction and events— we suggested a flexible, comprehensible and straightforward logo. Built with simple lines and geometries, and clearly conveying the concept of construction, representative with its area of expertise.
Moreover, as key elements of the company’s communication and marketing strategy, we developed the corporate presentation and new website, implementing the digital communication strategy which we had established along with one of our strategic partners.