How we united the sweets and snacks industries with a holistic approach and strategic shift.
The Sweets & Snacks Expo, formerly known as The Candy Show, struggled with a fragmented marketing strategy that got in the way of an impactful, lasting value proposition. With increased competition from emerging shows, the Expo needed a change to secure its relevance.
The Sweets & Snacks Expo is the place where inspiration can transform into immediate action.
Crafting a brand position that embraced this distinctive identity, we developed a visual language and supporting elements that highlighted both sweets and snacks. These pieces became the foundation for a brand that now has lasting power and ongoing relevance.
The new logo featured a unique graphic element for a touch of modern fun.
The ampersand became a symbol capturing the whimsy and playfulness of all things sweets and snacks—as well as an attention-grabbing element for selfie stations.
The ampersand became a symbol capturing the whimsy and playfulness of all things sweets and snacks—as well as an attention-grabbing element for selfie stations.
The ampersand became a symbol capturing the whimsy and playfulness of all things sweets and snacks—as well as an attention-grabbing element for selfie stations.
Digital banners and email designs in the new look and feel encouraged industry professionals to turn inspiration into action at the event.
Direct mail and print advertising engaged potential attendees by showcasing the vibrant atmosphere and innovative opportunities in store.
Direct mail and print advertising engaged potential attendees by showcasing the vibrant atmosphere and innovative opportunities in store.
In the inaugural year of the revamped brand, qualified show attendees surged by nearly 5%, accompanied by a remarkable 20% increase in profits. KPIs for positive brand sentiment experienced double-digit growth, affirming the Expo's newfound relevance and enduring appeal.
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