The companies of the HerkulesGroup are globally recognised as the absolute experts for the precise and efficient processing of large tools. As an expert in brand understanding and design, KECK presented the most convincing pitch for the new concept of the IMTS in Chicago, despite having to compete against three professional and well-established competitors.
Listening, understanding, developing
Conceptualising, designing, producing – KECK can do all of these, of course, but our real skill is listening: empathising with partners from the very first meeting, giving them our full attention, paying utmost care with regards to not only content but also tone.
As a result, two concepts were developed for the HerkulesGroup: one analogous to our briefing and one analogous to what we had understood. With this strategy, we were able to assert ourselves above three competitors in the pitch. From the marketing department and trade fair management staff to the company’s owners – everyone was inspired. With the second concept, “they felt fully understood as a brand”.
We were able to realise this in the cost-optimised way at the IMTS in Chicago for WaldrichSiegen and UnionChemnitz production companies, which are part of the HerkulesGroup. A 7.5-metre high machine weighing 40 tonnes was placed in the centre as a mid-point for the stand and all the other elements were planned around this.
As the stand was located in the last row of the South Hall at McCormick Place in Chicago, we achieved a high-quality effect from a distance using the tall construction of the stand and the illuminated 3D logo. The use of acrylic glass and stainless steel surfaces reflected the precision and quality of the HerkulesGroup.