This year’s Kind und Jugend trade show was our busiest yet! We worked closely with 8 baby brands for months creating their vision for the show. Now we are back in the studio, we have been reflecting on the show stopping creative delivered for industry giants; Graco, Diono and Joie, as well as Low profile’s innovative portfolio of brands; Matchstick Monkey, Babocush Brizi, Cosi Care and Pottiagogo.
The trade show based in Koln, Germany is the biggest date in the baby industries calendar, so being a part of this is always a pleasure for us.
Low Profile approached We Are Ghost asking us to take their baby brands to Kind und Jugend 2019 for the 4th year running.
Low Profile is the investment company that is ran by Touker Suleyman from BBC’s Dragons Den. It’s always a massive privilege for us to be part of helping his investments identities grow. This included their newest baby brands; Brizi, Cosi Care and Pottiagogo.
Who each required a fresh suite of branding, marketing materials and product displays. For these we started from the very beginning, looking at the brands product development & naming, brand styling, and brand positioning.
With 5 individual brands appearing in the same stand space, it was essential that there was a uniting theme running throughout, that tied all the brands together under Low Profile. With each of the brands sporting a minimal and premium brand identity, we decided to design the whole stand with a consistent simple line based illustration style; drawing inspiration from the brands’ characters. Low Profile is based in London so it felt right to take inspiration from home and bring a little slice of London to Koln.
To fully visualise the real estate of the stand, and present a strong understanding of the collective creative vision to the client, we created 3D renders of the stand to capture a near realistic result.
With the branding and stand designs well under progress, we looked to the promotion and marketing of the show. We utilised the new Low Profile illustrative style to provide visual elements for the campaign that would appear across all promotional material. With this style we created invites, adverts and animated render video, as well as a suite of brand lookbooks.
We have a long standing relationship with Graco, and for the last 9 years we have been helping them prepare for the worlds biggest baby show. This year was no different, Graco came to us for a creative approach to this years trade focused campaign, launching their brand new collection. The theme was to celebrate the new fashions for their 2020 collection, believe it or not, 90% of the Graco range was now updated with 8 new products and 38 new fashions!
We Are Ghost had the mammoth job of creating the campaign including messaging and strapline, promotion, billboards, lookbook and catalogues for the show.
Having started working together with Joie after last years Kind und Jugend, we were eager to help provide a solution to the layout and general flow of their stand layout. They wanted to show off the impressive size of their stand, therefore wanting the whole distance to be seen from the entrance with also a flow visibility in mind. They also wanted a new approach for their podiums. We opted for a ‘soft edge’ design, giving the stand a more playful approach, which really complimented the soft shapes used on the stand graphics by their in-house team.
Diono approached us needing a last minute solution for their stand design. They had some ideas about how they wanted their stand to look; they needed a ‘shop window’ element, a ‘secret room’ for meetings and they also wanted a wall showing a story of how to use their products. Our key priority was to create a solution to the vision that the client had in the time span we had left! In doing this we managed to create exactly what was needed for Diono, to present all their products in a story like shopping experience.
Reflecting on the Trade show and process
On Saturday 14th September our MD David and Creative Designer Jonathan travelled to Germany, to oversee the set up of the trade show and see our hard work come to life. They stayed for 5 days helping to project manage the stands being set up, and solving any last minute issues that any of our brands had. The first few days were stand building, however on the Wednesday, clients began to come and start dressing their stands. This is where the week got a lot busier.
“This was our biggest year at Koln ever! Getting to actually go and see first hand what all our hard work, over the past few months, created was a great experience. But it also gave me a different perspective! I’m excited about implementing what we have learnt, to make the whole process easier for next time.’ – Jonathan, Creative Designer