EN
The KURZ Group is a technological innovation leader with a broad solutions portfolio – ranging from machine technology and security to sustainability, digitalization, and efficiency. For drupa 2024, five central themes were in focus, yet they stood side by side in communication and addressed different target groups. The challenge was to strategically bundle this diversity without losing the respective depth of expertise. At the same time, the brand was meant to be clearly positioned as the preferred partner for forward-looking finishing solutions. Without an integrated guiding idea, the complexity of the topics risked diluting the impact of the trade fair presence.
The goal was to unite the five core themes under a strong, strategically grounded campaign claim and position KURZ as a driving force for the future of the industry. The brand was intended to be perceived as an engine of innovation that thinks in connected technologies and creates added value. The pre-drupa phase was designed to build attention and relevance among key target groups and prepare the trade fair communication. Website, social media, landing pages, and the trade fair presence were to work seamlessly together to create a consistent brand experience. A clear dramaturgy from the first contact to the physical trade fair experience was crucial.
Five strategic core themes were united under a clear guiding idea and communicated consistently.
The brand appeared not only as a technology provider but as a holistic innovation partner.
All touchpoints – from social media to the trade fair booth – felt seamlessly integrated.
The drupa presence evolved from a single exhibition appearance into an orchestrated brand experience with high recognizability.
